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Exploring consumers' intention to use autonomous delivery vehicles-based on extended normative activation model.

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  • 1Zhejiang Financial College, Hangzhou, China; Shanghai University of International Business and Economics, Shanghai, China.

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Consumer adoption of autonomous delivery vehicles (ADVs) is driven by personal norms and perceived behavioral control, not perceived risk. Findings guide logistics and policy for ADV integration.

Keywords:
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Area of Science:

  • Logistics and Supply Chain Management
  • Consumer Behavior
  • Technology Adoption

Background:

  • Autonomous delivery vehicles (ADVs) are expanding rapidly in China, driven by e-commerce and logistics investments.
  • Despite benefits like efficiency and sustainability, consumer adoption research for ADVs is limited.
  • Existing models need enhancement to fully explain consumer intentions towards ADVs.

Purpose of the Study:

  • To extend the Normative Activation Model (NAM) by incorporating perceived behavioral control (PBC) and perceived risk (PR).
  • To investigate factors influencing Chinese consumers' intention to use autonomous delivery vehicles (ADVs).
  • To provide theoretical and practical insights for ADV service design, risk management, and policy formulation.

Main Methods:

  • Empirical analysis of survey data from 354 online consumers in China.
  • Utilized a structural equation model (SEM) to test the enhanced NAM.
  • Data collected via Wenjuanxing, a recognized online sampling platform.

Main Results:

  • Personal norms (PN) and perceived behavioral control (PBC) significantly predict consumers' intention to adopt ADVs.
  • Perceived risk (PR) was found to have a non-significant impact on adoption intention.
  • Ascription of responsibility (AR) partially mediated the link between awareness of consequences (AC) and PN.
  • PN partially mediated the relationships between AC, AR, PBC, and behavioral intention.

Conclusions:

  • Personal norms and perceived behavioral control are key drivers for autonomous delivery vehicle (ADV) adoption.
  • Risk perception does not significantly deter consumers from using ADVs.
  • Findings offer actionable insights for optimizing ADV services, mitigating risks, and informing policy for widespread adoption.