الهه خسروی

Nowadays, due to the increasing importance of using new technologies in industries, companies are trying to use and exploit new technologies according to the needs of the organization. In the meantime, due to the importance of logistics processes along the supply chain and new needs of customers, the importance of using infrastructure related to digital transformation in organizations is felt more than ever. For this purpose, a concept called digital logistics emerged. The purpose of implementing digital logistics is to provide the right product, with the right quality, under the right conditions, in the right place, at the right time, to the right customer and at the right price. In this regard, our goal in this research was to implement the digital logistics acceptance framework using the technology acceptance model in Iran's food industry, which at first identified digital transformation, technology acceptance and digital logistics, then interviewed experts active in the field of rice import. We paid and identified the criteria and sub-criteria affecting the adoption of digital logistics. In order to conduct a qualitative analysis of the research, we used the theme analysis method, and in order to quantify the qualitative goals, we used the network analysis process method (ANP). In the digital logistics acceptance structure, the criteria include technology and platform, data-based services, open innovation and leadership support and organizational structure, and these criteria include sub-criteria under the headings of improving efficiency and productivity, security and data privacy, accuracy And reliability, real-time visibility, ability to integrate with other software, user-friendliness, the possibility of data analysis and business intelligence reports, increasing cooperation between stakeholders, scalability and cost-effectiveness, which these sub-criteria will affect the acceptance of the structure resulting from the digital transformation in the logistics industry.

Keywords: digital transformation, logistics, digital logistics, technology acceptance model (TAM), network analysis process (ANP)