Research on the adoption mechanism of digital logistics platforms in the maritime logistics industry: In-depth analysis based on innovation diffusion and technology acceptance models

Research on Adoption Mechanisms of Digital Logistics Platforms in the Maritime Logistics Industry: Driving Logic from Complexity to Immersive Experience

In the current macro environment where global supply chains are increasingly complex and market volatility is intensifying, the maritime and logistics industries are facing unprecedented challenges. Traditional logistics management models are no longer able to meet the urgent demands for efficiency, transparency, and sustainable operations. Digital Logistics Platforms (DLP), leveraging cutting-edge technologies such as cloud computing, big data, blockchain, and the Internet of Things (IoT), have become the core engine driving the digital transformation of maritime logistics, aiming to enhance supply chain transparency, improve operational efficiency, and build more resilient enterprise operating systems.

However, despite the immense potential of DLP, its actual application in the maritime logistics sector still faces obstacles such as technical integration difficulties and low user acceptance. This study aims to go beyond a simple assessment of the value of DLP applications and deeply analyze the key mechanisms and decision-making logic affecting the adoption of DLP by maritime logistics enterprises. To this end, this paper integrates the Diffusion of Innovations (DOI) theory and the Extended Technology Acceptance Model (ETAM) to construct a multi-level analytical framework, systematically examining the drivers of innovation diffusion, technology perception, and the impact of immersive user experience on the intention to adopt DLP.

Theoretical Framework Construction: Integrating Diffusion of Innovation and Technology Acceptance Models

Traditional organizational behavior research frameworks, such as the Stimulus-Organism-Response (SOR) model, primarily focus on behavioral decisions within specific contexts for individuals or organizations. In contrast, the Diffusion of Innovations (DOI) theory focuses on the dynamic process of technology spreading from one group to another. This paper treats the drivers of DOI—such as relative advantage, compatibility, and complexity—as external environmental factors influencing the "stimulus variables" (S) within the SOR framework. Simultaneously, drawing on the concepts of the Technology Acceptance Model (TAM), we incorporate user perceptions of technology (such as perceived usefulness) and the immersion of the user experience (Flow Experience) into the analysis to address the emphasis on intrinsic user experience by ETAM.

Core Findings: The Interplay of Complexity, Usefulness, and Immersion

The research results reveal that the factors influencing the intention to adopt DLP by maritime logistics enterprises are not determined by a single dimension but by the complex interaction of multiple factors. Firstly, the complexity of innovation diffusion is confirmed as a major driver in the innovation diffusion process. This means that in a highly specialized and strictly regulated industry like maritime logistics, the inherent complexity of new technology itself constitutes an initial threshold for corporate decision-making.

Secondly, perceived usefulness plays a foundational role in promoting adoption. When enterprises clearly recognize how DLP can solve their operational pain points, improve transparency, or reduce costs, their willingness to adopt significantly increases.

However, more insightful is that the study emphasizes the key mediating role of the "immersive user experience" (Flow Experience) in DLP adoption.However, what is more insightful is that the research emphasizes the key mediating role of "Flow Experience" in the adoption of DLP. Unlike the rational judgment focused on in traditional technology perception models, the research finds that maritime logistics enterprises are more inclined to view the "immersion" of the user experience as a powerful emotional driver. This immersive experience is not merely a simple stacking of technical functions; it concerns the emotional satisfaction and fluidity users gain in actual operation. The quality of this experience often surpasses the mere consideration of the technology's "Perceived Ease of Use," becoming a key factor in determining whether a company invests resources for deep adoption.

Strategic Implications: From Technology Empowerment to Experience Reshaping

These findings have profound guidance for the strategic layout of the maritime logistics industry. When deploying DLP, companies should not merely stop at technical integration at the functional level but must focus on experience reshaping. This requires logistics service providers not only to ensure the technology has high perceived usefulness but also to design highly fluid and seamless digital workflows to stimulate the user's immersive experience.

From a macro-policy perspective, regulators in formulating policies should realize that digital transformation is not just a technological upgrade but a reshaping of the user mental model. Policy support should focus on lowering the threshold for the "innovation diffusion" of DLP and encouraging companies to invest in platforms that can provide high-quality, highly immersive experiences, thereby accelerating the maritime logistics industry's leap from traditional management models to data-driven, experience-driven intelligent operation systems.

Outlook: Building Future Supply Chain Resilience

Looking ahead, the focus of competition in maritime logistics will shift from simply controlling transportation costs to building supply chain resilience. The deep application of DLP will enable companies to anticipate geopolitical risks in real-time, optimize dynamic capacity allocation, and respond quickly to unexpected events. Future research should focus on exploring how to optimize the path of innovation diffusion in highly uncertain environments, ensuring that key digital tools can be effectively and rapidly disseminated throughout the entire maritime ecosystem, thereby truly achieving a stable operational model centered on technology in the context of globalization.