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It is generally believed that adoption of new technologies, especially information technologies, not only improves the operating efficiencies, but also generates competitive advantages in logistics industry. In order to create or retain supply chain competitive advantages, identification of the factors for the willingness and adoption of new technologies is critical. The technology adoption process proposed in this study is based on technology acceptance model (TAM) with introduction of supply chain relationship factors. Since earlier studies indicated that environmental status may play a moderate role in the adoption process, moderation effect between the willingness and adoption of technologies is investigated. Major findings of the study include: (1) Perceived easiness of use and perceived usefulness directly affect technology acceptance willingness, but indirectly affect technology adoption through the willingness; (2) Supply chain relationship does not exert impacts on the willingness, but directly affects the adoption behavior. Based on the research findings, suggestions are provided for logistics and technology development industries when performing technological innovation.
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