| With the rapid development of Internet platform economy, the position of platform-based firms in their industry is becoming more and more prominent. Traditional enterprises are expanding or transforming to platform enterprises gradually, in order to seek a better development direction. As the status of modern logistics industry is increasing every day in regional economy, along with its features of virtual nature, immediacy and randomness, Internet logistics information platform is becoming a kind of platform who develops fast under Internet economical time. The establishment of National Transport&Logistics Public Information Platform (hereinafter referred to as "LOGINK Platform") makes great contributions to logistics informatizational development.Characterized as a typical two-sided market, the user adoption speed and scale of the based Internet platform are crucial to its success. However, in the era of Internet platform economy, the information interventions from external platform, compared with traditional information technology adoption theory which focus on users’own factors, platform organizers who control the key resources of users’ development in the economic ecosystem, have more obvious significance on user adoption behavior. Therefore, it is necessary to define and classify the information intervention from platform organizers, and study its influence mechanism of platform adoption systematically.This paper develops an Internet logistics information platform model of logistics enterprise for the context of information intervention, which bases on the information technology adoption theory of behavior perspective and platform economy theories, follows the corresponding basic principle that information intervention affects user adoption intention indirectly via platform technological cognition. In this model, information intervention is classified into four dimensionalities, propaganda, training, open-sourcing and information release; and platform technological cognition is divided into three aspects, operational value perception, strategic value perception and implementation costs perception. Then this study takes LOGINK Platform as a case, and investigates some logistics enterprises in Zhejiang province to conduct empirical research. With the collected big data, the author tests the model by SPSS17.0and AMOS17.0, and amends it according to the corresponding results. Finally, several management proposals are provided according to the findings, and relative limitations and further research are discussed.Main findings of this paper are as follows:(1) Platform technological cognition affects user adoption intention directly. Among this, platform operational value perception and strategic value perception have significant positive influence on user adoption intention, while implementation costs perception have significant negative influence on user adoption intention.(2) The influences of information intervention’s four dimensionalities on platform technological cognition are various. Specifically, propaganda can only influence platform strategic value perception significantly; training has significant positive influence on both platform operational value perception and strategic value perception, and open-sourcing have significant positive influence on platform strategic value perception, and significant negative influence on implementation costs perception; information release have significant influence on the all three dimensionalities of platform technological cognition.(3) Platform technological cognition mediates the effects of information intervention on adoption intention. What’s more, its mediating effects vary between different dimensionalities of information intervention and adoption intention. |
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