| In the era of rapid development of new generation information technologies such as the mobile Internet,big data,cloud computing,and the Internet of Things.The traditional logistics industry is being deeply integrated with Internet technologies to create a new and more vibrant development ecosystem.The logistics Internet service platform characterized by decentralization and debounding has emerged.How to promote the interpenetration and deep understanding of the Internet enterprises and the traditional logistics industry,stride over the obstacles of the system and mechanism facing the development of the new industry,alleviate the immaturity of the network information technology and the shortage of talents,are the key issues to be solved in the construction of the logistics Internet service platform.This is also important for integrating logistics information resources and alleviating the phenomenon of information isolated island.In November 2017,the ISO International Standardization Organization issued the international standards for the ISO/TC 307 block chain,which was enacted by more than 20 countries.It shows that the block chain has attracted wide attention at home and abroad,and is being widely accepted as a reliable and safe technology.The model of logistics Internet service platform based on block chain is proposed,which is divided into basic data layer,virtual network layer,core consensus layer and practical application layer.Through the mutual cooperation between the internal environment and the external environment of the logistics Internet service platform,the features of anti attack,data confidentiality and self repair toughness of the service platform can be ensured,and the functions of information collection,production,transmission,sharing and decomposition of the platform activities are realized.Secondly,based on the IDT-TAM comprehensive model with the advantages of TAM and IDT,a theoretical model of the impact of the logistics Internet service platform on the innovation diffusion based on the block chain is proposed.The factors that affect the perceived ease of use and perceived usefulness of the platform are divided into three aspects:new technology characteristics,user characteristics and network characteristics.The features of the new technology include two variables:technical relative advantage and technical compatibility;the adopter features include two variables:the innovativeness of the adopters and the perceived risk,and the network features include two variables of the network structure and the social relations network.The process includes four variables,perceived ease of use,perceived usefulness,willingness and use of behavior,to explore how perceived ease of use of the platform affects perceived ease of use,and how perceived ease of use and perceived usefulness affect willingness to adopt and adopt behavior.The process includes four variables,perceived ease of use,perceived usefulness,willingness and use of behavior,to further explore how the platform's perceived ease of use acts on perceived ease of use,and how these two variables affect willingness to adopt and adopt behavior.Thirdly,through the use of SPSS24.0 and AMOS24.0 software,the data of effective questionnaires are analyzed and tested.It includes descriptive statistical analysis of the sex,age,education,monthly income,understanding of the block chain,the time and frequency of the use of the logistics Internet service platform.The variables are described by means of mean,standard deviation and variance,and the reliability analysis of each item is carried out to ensure the consistency and stability of the results.On this basis,the variables are analyzed with exploratory factor analysis and convergence analysis.The data of the theoretical model are fitted by SEM,and the path of the model is corrected.Finally,the empirical analysis shows that the pre factors of the logistics Internet service platform based on block chain(new technology characteristics,adopter characteristics,network characteristics)will affect the adoption process(perceived ease of use,perceived usefulness,willingness to adopt,and adoption behavior):?the characteristics of new technology(technology superiority and technology compatibility)have a positive impact on the perceived ease of use and perceived usefulness of the platform adopters.?Adopters' creativity has a positive impact on perceived ease of use and perceived usefulness.Users' perceived platform risk has a negative impact on perceived usefulness.?The network structure of new technology innovation diffusion has a positive impact on perceived ease of use and perceived usefulness.?The user's perceived ease of use has a positive impact on perceived usefulness.?The perceived ease of use and perceived usefulness of users will positively affect willingness to adopt,and willingness to adopt will positively affect adoption behavior.Based on the results of empirical analysis,some suggestions are put forward from the development and integration of new technology,risk reduction and performance improvement,speed up innovation diffusion,and strengthening user guidance:Firstly,give full play to the advantage of block chain technology,speed up the integration with the logistics Internet service platform;secondly,reduce the risk perception of the platform adopters,improve the security performance of the new technology logistics service platform;thirdly,accelerate the diffusion of the platform technology innovation,promote the platform users to adopt the willingness and behavior;finally,improve the usability of the platform And usefulness,guide users to understand new technology and continue to use.On the basis of building block chain based logistics Internet service platform model,the study determines the influencing factors and mechanism of its technological innovation diffusion,enriches the research object and application scope of technological innovation diffusion,and has a certain theoretical and practical significance to improve the logistics information sharing and service interoperability system. |
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