Digital Platform Adoption and User Behaviour in Urban Freight Services: Implications for Sustainable Logistics Management in Jakarta

Abstract

This study examines how digital platform adoption shapes user behaviour in urban freight services and considers its implications for more sustainable logistics systems. Focusing on Jakarta, where rapid growth in e-commerce has placed increasing pressure on urban delivery networks, the study explores how effort expectancy (EE), social media (SM) influence, and digital facilitating conditions (DFC) affect both behavioural intention and actual service use. A survey of 323 users of online freight services was conducted, and the data were analysed using structural equation modelling. The results show that behavioural intention plays a central role in translating user perceptions into actual usage. DFCs and social media influence are found to directly affect use behaviour, while EE mainly operates through behavioural intention. In addition, customer experience (CX) strengthens the link between intention and actual use, whereas age introduces noticeable differences in how users respond to digital services. Beyond individual-level behaviour, the findings highlight broader implications for urban logistics systems. Greater adoption of digital freight platforms can contribute to improved coordination, more efficient resource use, and reduced operational friction in last-mile delivery. However, these benefits depend on both technological readiness and user acceptance. The study suggests that sustainable urban logistics cannot be achieved through infrastructure improvements alone. Instead, attention must also be given to user behaviour, platform design, and inclusive digital strategies that account for demographic differences. These insights provide practical guidance for policymakers and service providers seeking to enhance the efficiency and sustainability of urban freight systems in rapidly digitalising cities.