Adoption of Internet Services in Liner Shipping: An Empirical Study of Shippers in Taiwan

The Internet service attributes desired by shippers were examined as well as a model that seeks to explain the intention of shippers to use Internet services in liner shipping. Using data collected from a survey of a group of shippers in Taiwan, the relationships among the constructs in the model were tested, namely: perceived usefulness, perceived ease of use, security and use intention. The results suggest that shippers perceive tracing to be the most important service attribute of Internet services, followed by checking for customs clearance, vessel schedules and electronic document services. The findings indicate that perceived ease of use is the major factor affecting the intention of shippers to use Internet services, and that perceived ease of use has a strong positive effect on perceived usefulness. The results also indicate that security has a positive effect on a shipper’s perception of ease of use. However, the influence of security on use intention and perceived usefulness was not supported in this study. The theoretical and practical implications of the findings on the intention of shippers to use Internet services in liner shipping are discussed.