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Exploring consumers' intention to use autonomous delivery vehicles-based on extended normative activation model.
Shuo Wang1, Chunhua Ju2, Li-Wei Lin3
1Zhejiang Financial College, Hangzhou, China; Shanghai University of International Business and Economics, Shanghai, China.
Acta Psychologica
|December 13, 2025
Summary
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.
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.
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