1 HỘI THẢO KHOA HỌC QUỐC GIA VỀ LOGISTICS VÀ QUẢN LÝ CHUỖI CUNG ỨNG VIỆT NAM LẦN THỨ 4 (CLSCM-2024) CRITICAL SUCCESSFUL FACTORS INFLUENCING MULTI- STAKEHOLDERS’ ADOPTION OF TRANSPORT TRADING PLATFORM: EVIDENCE FROM VIETNAM CÁC NHÂN TỐ TÁC ĐỘNG TỚI QUYẾT ĐỊNH SỬ DỤNG SÀN GIAO DỊCH VẬN TẢI TẠI VIỆT NAM NGUYEN DUY HONG1 , BOB GOLDWASSER2 , PHAM DANG DUONG3 , DO THI THU THAO4 , NGUYEN THI HIEN4 1FPT University, Ha Noi, Vietnam 2Columbia Southern University, Orange Beach, Alabama, U.S. 3YCH-Protrade Co.,ltd, Bac Ninh, Vietnam 4FPT University, FPT Polytechnic, Ha Noi, Vietnam *Email:
[email protected] Abstract Various innovative solutions have been developed in response to the growing demand for cargo transportation and cost optimization among which are transportation-trading platforms. This paper delves into adopting a Transport Trading Platform as a strategic solution to address these challenges and optimize transportation costs, thereby potentially further boosting the sector's contribution to the economy. The study uses the Technological, Organizational, and Environmental (TOE) model providing a comprehensive framework for exploring factors influencing the adoption of a Transport Trading Platform in Vietnam context. This quantitative study employs an online survey with 345 valid responses collected from logistics executives and professionals. Key findings indicate that cost, perceived usefulness, and perceived ease of use significantly influence the adoption of a transport-trading platform. Top management support, stakeholder pressure, and policy/regulation emerge as crucial determinants steering the adoption process. The research contributes to the literature on transport trading platform adoption in Vietnam, offering valuable insights for platform providers and policymakers. Keywords: Transport trading platform, TOE model, PLS-SEM, Perceived usefulness, and Perceived ease of use. Tóm tắt Trước nhu cầu ngày càng gia tăng về vận chuyển hàng hóa và tối ưu hóa chi phí, nhiều giải pháp sáng tạo đã được phát triển, nổi bật trong số đó là các sàn giao dịch vận tải. Bài báo này phân tích các yếu tố chính tác động đến quyết định sử dụng sàn giao dịch vận tải tại Việt Nam để thấu hiểu và thúc đẩy việc sử dụng của sàn như một giải pháp chiến lược nhằm giải quyết những thách thức còn tồn tại và tối ưu hóa chi phí vận chuyển, từ đó tăng cường khả năng đóng góp của ngành vào nền kinh tế. Nghiên cứu dựa trên mô hình TOE, mô hình này cung cấp một khung phân tích toàn diện về nghiên cứu các yếu tố ảnh hưởng đến việc áp dụng sàn giao dịch vận tải trong bối cảnh Việt Nam ngày nay.Thêm vào đó, phương pháp nghiên cứu định lượng được áp dụng trong bài thông qua khảo sát trực tuyến bằng thang đo Likert với 345 phản hồi hợp lệ từ các cá nhân, chuyên gia đang công tác và làm việc trong ngành logistics. Các phát hiện cho thấy các yếu tố như chi phí, tính hữu dụng và tính dễ sử dụng có tác động đáng kể và mạnh mẽ nhất đến việc áp dụng sàn giao dịch vận tải. Thêm vào đó, các yếu tố như việc hỗ trợ đến từ ban lãnh đạo doanh nghiệp, áp lực từ các bên liên quan, cùng với yếu tố chính sách cũng được xác định như là những yếu tố quyết định quan trọng trong quá trình này. Nghiên cứu góp phần làm phong phú thêm về những nghiên cứu hiện tại liên quan tới việc áp dụng nền tảng giao dịch vận tải tại Việt Nam, cung cấp những thông tin đề xuất cho các nhà cung cấp nền tảng và các nhà hoạch định chính sách có mong muốn thúc đẩy việc sử dụng sàn giao dịch vận tải. Từ khóa: Sàn giao dịch vận tải, TOE, PLS-SEM, tính hữu dụng, dễ sử dụng.
2 HỘI THẢO KHOA HỌC QUỐC GIA VỀ LOGISTICS VÀ QUẢN LÝ CHUỖI CUNG ỨNG VIỆT NAM LẦN THỨ 4 (CLSCM-2024) 1. Introduction Logistics is a crucial part of the service sector within the economy, pivoting in coordinating the smooth movement of goods, services, and important information throughout the supply chain. This essential function spans from the production of goods to their final delivery, serving as a standalone industry intertwined with various sectors such as transportation, warehouse leasing, import-export services, customs, taxation, insurance, and retail. The recent trajectory of Vietnam’s logistics sector is remarkable growth, with an impressive average annual rate ranging from 14% to 16% [1]. The sector’s annual scale has burgeoned to USD 40 - 42 billion, mirroring a trajectory of prosperity. Vietnam’s total volume of transported goods in the first nine months of 2022 reached 1.4927 billion tons, a 24.4% increase compared to the same period in 2021. While the logistics industry showcases its prowess, the high transportation costs in Vietnam, accounting for a substantial 60% of logistics expenses, pose a significant challenge [2]. This cost burden arises from a predominant reliance on road transport, leading to escalated transportation fees. The prevalence of road transport is evident, constituting 74.4% of the total volume of goods transported in 2022 [3]). The limited connectivity between different transportation modes continues to be a constraint, leading to higher transportation costs. As a response to the growing demand for cargo transportation and rising costs, innovative solutions have been developed. Among these, a transportation- trading platform operating on a sharing economy model has emerged as a promising solution. This platform, by significantly reducing road transport expenses, has the potential to substantially lower overall logistics costs. The sharing economy model underpins the platform and involves three key elements: service providers, service recipients, and products. Platform providers play a crucial role in ensuring economic benefits for all participants. The conference report 2022 North Bund International Shipping Forum, themed "Green, Intelligent, Resilient Global Shipping & Aviation through Global Partnerships," underscored the crucial need for an international transport trading platform. Across six sub-forums—covering topics like safety, digitalization, and sustainability—industry leaders emphasized that this platform is essential for revolutionizing global shipping operations. By facilitating efficient transactions and improving market accessibility, the transport-trading platform can effectively tackle key logistics challenges. Its implementation is vital for fostering collaboration, driving innovation, and ensuring resilience in a rapidly evolving shipping landscape, making it a top priority for industry stakeholders [4]. “Evaluation on the adoption of transportation e- marketplace in Vietnam from the demand side’ viewpoint” investigates the adoption of transportation trading platform e-marketplaces (TEMs) in Vietnam, focusing on shippers and transport service providers. It reveals key characteristics of transportation trading platforms, including their role in reducing transaction costs and enhancing logistical efficiency. The research identifies significant differences in operational performance between adopters and non-adopters, with adopters experiencing improved service reliability and faster response times. To foster its adoption, the authors also formulate targeted recommendations for stakeholders, including the government, technology providers, and user firms. By providing valuable insights into the demand side, the study aims to contribute to research and practical applications, with plans for future exploration in broader regions like Southeast Asia [5]. However, there remains a dearth of research specifically utilizing the Technological, Organizational, and Environmental (TOE) model to identify and determine the impact of the factors influencing the adoption of the transport-trading platform, especially in Vietnam. This research aims to identify the influencing factors and provide valuable insights into the evolving literature on adopting innovative solutions within Vietnam's logistics landscape. The researchers attempted to answer three research questions: RQ1: What factors influence the adoption of transport trading platforms in Vietnam? RQ2: How do these factors impact the adoption of the transport trading platforms in Vietnam? RQ3: How do providers of transport trading platforms improve their product quality and enhance customer satisfaction? This research utilizes the PLS-SEM approach and employs an online survey as the primary data collection instrument. The survey is meticulously crafted to actively involve stakeholders with firsthand experience in the utilization, evaluation, and influential roles of adopting transport trading platforms within the Vietnamese context.
3 HỘI THẢO KHOA HỌC QUỐC GIA VỀ LOGISTICS VÀ QUẢN LÝ CHUỖI CUNG ỨNG VIỆT NAM LẦN THỨ 4 (CLSCM-2024) 2. Literature Review 2.1. Overview of Transport Trading Platforms The transport-trading platform is a solution designed to address the issue of empty return trips within the transportation industry. This platform efficiently tackles transportation optimization by swiftly connecting empty return trips, thereby minimizing logistics costs and providing convenience for the logistics sector. Furthermore, the transportation-trading platform meets the specific needs of transport businesses in Vietnam by incorporating suitable information technology applications. At its core, the platform aims to alleviate the problem of underutilized transport capacity and enhance overall operational efficiency in the logistics and transportation sector [6]. Since 2015, several cargo transportation-trading platforms have been licensed to operate and support cargo transportation services, including VinaTrucking, Smartlog, Ecotruck, bonbon24h.vn, and sanvanchuyen. vn, and Logivan. However, these platforms have not met expectations efficiently. They mainly operate as support tools for transportation companies or are like transportation trading platforms, primarily serving road freight. For example, the STX system by Smartlog is exclusively for serving the Vietnam Post’s transportation needs. Logivan provides trucking services; and Ecotruck offers a combination of services specializing in containerized cargo transportation for import and export companies. These platforms operate on a small scale and face challenges, with empty truck ratios remaining at 60 - 70%, leading to high transportation costs [7]. The widespread adoption and application of transport trading platforms are of great interest. Despite their commendable ability to optimize logistics operations, minimize costs, and enhance productivity within the logistics sector, the extensive implementation of this technology in Vietnam remains relatively limited. Thus, this study aims to identify the factors influencing the adoption of transport trading platforms in Vietnam. Additionally, the study seeks to propose recommendations to stimulate user adoption and encourage innovation among platform providers. Vinatrucking transport trading platform, launched at the end of 2015, is one of the pioneering platforms in Vietnam's freight exchange sector. It connects truck owners and shippers, optimizing transportation and reducing empty truck runs. With a user-friendly interface, Vinatrucking allows shippers to quickly find suitable transportation options at competitive prices, while truck owners can access additional cargo, enhancing their business efficiency. The platform also offers tools for order management, route tracking, and performance analytics, improving transaction transparency and reliability. Despite achieving notable success and attracting investor attention, Vinatrucking must continually develop and refine its services to stay competitive in the growing freight industry [8]. VinaTrucking, a transport-trading platform, was expected to streamline logistics, reduce empty truck runs, and lower costs. However, after nearly three months, participation was low, with few successful transactions. Issues include hidden pricing and limited user adoption [9]. 2.2. Technology-Organization-Environment (TOE) Framework The Technology-Organization-Environment (TOE) theory serves as a conceptual framework aimed at explicating the integration and utilization of technology within organizational settings. This theoretical framework posits that three key dimensions influence technology adoption: technological, organizational, and environmental contexts [10]. The technological context pertains to the attributes and traits of the implemented technology, encompassing its availability and specific characteristics. Organizational context relates to integrating technology, involving its culture, structure, and available resources. Environmental context delineates the broader societal, economic, and political backdrop in which the organization functions. The TOE theory has found extensive application in studying the adoption and utilization of technology in diverse sectors, ranging from healthcare and manufacturing to education [11]. Prior research conducted across logistics and diverse sectors has frequently employed the TOE framework [12] to elucidate the adoption of innovations, such as e-business [13], Electronic Data Interchange (EDI) [14], Radio Frequency Identification (RFID) [15], and emerging technologies like the Internet of Things (IoT) [16]. These studies have encompassed multiple settings, including integrating these technologies within supply chains [16]. The TOE framework has been employed in prior research to develop and test [12]. Scholars have consistently used the TOE framework to build and test theoretical constructs, grounding their studies
4 HỘI THẢO KHOA HỌC QUỐC GIA VỀ LOGISTICS VÀ QUẢN LÝ CHUỖI CUNG ỨNG VIỆT NAM LẦN THỨ 4 (CLSCM-2024) on a general and comprehensive theory while incorporating specific factors related to technology, organization, and environment. The TOE framework takes center stage in the current study, directing its lens toward examining the adoption of transport trading platforms in Vietnam. Recognized as a comprehensive framework encompassing various factors influencing adoption, the TOE model has proven effective in assessing innovations’ value creation and acceptance [17]. Furthermore, the TOE model offers valuable insights into an organization’s internal and external dynamics [10]. Hence, the author adopts the TOE model to identify and evaluate the determinant factors that influence the adoption of transport trading in Vietnam and to propose viable recommendations to stimulate user adoption and foster innovation among platform providers. 3. Methodology 3.1. Research Model The Technology - Organization - Environment (TOE) framework, pioneered by Tornatzky and Fleischer, offers a structured approach to examining the assimilation of expansive technological innovations within organizational settings [10]. This framework identifies three distinctive contexts influencing a company’s adoption and integration of technological innovations. In alignment with Rogers’ theory of innovation diffusion [18], the TOE framework acknowledges five critical factors— technological characteristics, relative advantage, compatibility, complexity, trialability, and observability as antecedents to any decision regarding adoption. Technology. The likelihood of adopting transport- trading platforms hinges on diverse technological facets. Integrating new technologies is notably shaped by compatibility, perceived ease of use, perceived usefulness, and relative advantage [13], [19]. Additionally, the cost of technology assumes paramount significance, especially when juxtaposed against manual labor, particularly within the context of developing nations [20]. Furthermore, the research underscores the salience of security concerns as a critical component in the adoption landscape [13]. Organization. In a comprehensive review conducted by Jeyaraj et al. [17], an in-depth analysis spanning 51 studies on IT adoption at the organizational level unfolded, covering 12 years (from 1992 to 2003), highlighted significant factors within the organizational context. This extensive examination brought crucial facets in the organizational context to light. Among the 18 factors examined, crucial elements included management level for information, organization size, financial commitment, perceived financial cost, technical competence, top management support, organizational readiness, and employees’ knowledge of Information Systems (IS). Subsequent analyses highlighted certain factors within the organizational sphere, emphasizing information technological infrastructure, technological competence, financial readiness, and organization size. The successful adoption of new technology within a business is heavily reliant on the support provided by top management [22]. The absence of leadership endorsement substantially diminishes the likelihood of embracing innovations such as transport trading platforms. Top management support emerges as a recurring theme in numerous studies addressing technological innovation, especially in cases where these technologies demand significant adjustments to organizational procedures and business methodologies [23] Environment. Research conducted in developing nations underscores that environmental contextual factors have a more pronounced influence on adopting transport-trading platforms than technological and organizational aspects [24]. Our framework, extending beyond conventional paradigms, incorporates the pivotal roles of policy/regulation and stakeholder pressure, including pivotal actors such as enterprises and the government, to illuminate the intricate influence of these environmental factors on the adoption process. Building on this perspective, studies have shown that policy shapes the coordination of various policy levels, providing a solid motivation for introducing new technologies or methods through specific regulatory measures [20]. In this context, policy introduces a significant dimension of threat and ambiguity, hindering decision-making when exploring innovative technological initiatives. The ambiguous legal landscape surrounding IT concerns about software piracy and electronic intellectual property infringements contributes to organizational hesitance in embracing progressive technological advancements. Furthermore, in alignment with a prior study that categorized stakeholders into primary and secondary categories [25], stakeholders occupying pivotal decision-making roles play an indispensable part in adopting
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