Investigating the underlying social psychology of the innovation adoption in container trucking industry
journal contributionposted on 2021-03-24, 12:30 authored by Yang Chen, Kan Tao, Wendy Jiao, Dong Yang
Most extant literature in the transportation industry views innovation adoption as a rational choice process conducted on a cost-benefit calculation basis. This restricts our understanding of innovation decisions made by individuals embedded in a social-economic context. By investigating the underlying social psychology of the innovation adoption in the Chinese container trucking industry, this paper aims to answer the question as to ‘why trucking operators postpone adopting the cargo-truck matching system during its early stage’. In order to achieve the research objective, a mixed methods research framework is proposed. First, we conduct four in-depth interviews using semi-structured questionnaires to investigate the contextualized behavior of individuals, based on which three hypotheses are developed. Second, based on the data collected from an online questionnaire survey covering 282 trucking operators in Ningbo, the proposed empirical hypotheses are tested using a discrete choice model. We find that risk tolerance positively moderates influence of the status quo on the innovation adoption decision, whilst the effect on it of service-orientation is negative.
Shanghai Philosophy and Social Sciences Program under Grant number of 2018BGL027
National Natural Science Foundation of China under Grant number of 71971185, 71672146
NSFC/RGC Joint Research Scheme under Grant numbers 71661167009 and 3-RAA7/N_PolyU531/16
- Business and Economics