Exploring factors influencing actual usage of freight forwarding services in Indonesia: A study on desire, outcome expectations, perceived self-efficacy and moderating roles of delivery risk and perceived trust

Abstract

This study investigates the factors influencing the actual usage of freight forwarding services in Indonesia, focusing on the roles of desire, outcome expectancy, and perceived self-efficacy, with delivery risk and perceived trust acting as moderating factors. Grounded in Social Cognitive Theory (SCT), this study examines how personal cognitive factors and external risks influence users' attitudes and behaviors toward freight forwarding services. Data were collected from 616 respondents across Jakarta, Surabaya, and Makassar utilizing a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships. The findings reveal that desire significantly influences both attitude and delivery risk, while attitude has a strong direct effect on actual usage. Outcome expectancy and perceived self-efficacy demonstrated weaker effects, particularly on attitudes, suggesting that other factors, such as trust and risk perceptions, play a more significant role in this context. Additionally, delivery risk was found to moderate the relationship between desire and attitude, while perceived trust did not moderate the link between attitude and actual usage. The research underscores the importance of trust-building and risk mitigation strategies for freight forwarding service providers in Indonesia. The study also provides theoretical contributions by applying SCT to the logistics sector and offers practical implications for enhancing service adoption in emerging markets.