Effects of human communication on promoting the use of a web-mediated service: Research study on the Japan local network system

Abstract

In this study, the authors investigated the effects of human communication on promoting use of a web-mediated service by exemplifying a load matching system for intermediating transportation business. In Japan, the majority of load matching systems is scarcely used and has been inactive other than few exceptions. Japan Local Network System has been one of the few successful load matching services. The association that operates the system is actively encouraging its members to mutually communicate and share information. We conducted a questionnaire survey on the member companies and constructed structural equation models based on a covariance structure analysis of the survey results. The models showed that the metadata shared by the members via human communication has promoted the use of the service.