A Study on the Message Strategy for the Diffusion of Innovative Logistics System

This study explored how message strategies should be used in the case of innovations close to those vs. far from the existing logistics system. In Study 1, it was revealed that for far-off innovations, a message emphasizing connectivity with existing logistics systems is more effective, and for near innovations, a message emphasizing differentiation is more effective. This effect was limited to flexible thinking consumers. And in the case of far-off innovation, it matches the connectivity message, and in the case of near innovation, it matches the differentiation message because the risk perception of innovation is lowered each in that case. In other words, risk perception for innovation played a role as a mediator. In Study 2, the role of risk perception in an innovative logistics system was explored in depth. For near innovations that only introduced RFID, message strategies that emphasized advantages were effective, and for far-off innovations that introduced both RFID and autonomous driving, message strategies that reassured risks were effective. The reason is that consumers have a high risk perception in the case of distant innovation. However, this risk management effect was limited to consumers who thought abstract and flexible. In addition, this risk management effect did not appear in an innovative logistics system for others other than for self.