عنوان مقاله [English]
The use of electronic marketplaces in the road transportation of goods causes the removal of intermediaries for the distribution of cargo among drivers, the reduction of the duration of the cargo distribution process among drivers and the reduction of the amount of commission received from drivers. However, drivers tend to use it less. The purpose of this research is to identify and prioritize the factors that despite the benefits of using electronic marketplaces, less drivers will want to use this method to transport goods.The current research is an applied exploratory research that uses mixed data collection method (qualitative-quantitative). In order to identify the factors of non-acceptance of electronic marketplaces in the road transport of goods, a semi-structured interview was conducted with the operators of the road transport of goods, i.e. the drivers And the factors were identified and classified with thematic analysis technique, then the identified factors were prioritized using TOPSIS technique.The results showed that the difficulty of changing the transportation method from the traditional method to the electronic method in the cultural dimension has the greatest effect on the non-use of marketplaces among drivers, as well as the factors of lack of information, failure to provide added value of services (uniformity of total services Marketplace companies and the lack of different advantages) which are both in the dimension of management index are the second and third priorities respectively, are the most important factors that have caused electronic marketplaces to not have an acceptable place among truck drivers.