探索消费者使用基于扩展规范激活模型的自动配送车辆的意图
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
概括
消费者采用自动送货车 (ADV) 是由个人规范和感知到的行为控制,而不是感知到的风险. 结果指导ADV集成的物流和政策.
科学领域:
- 物流和供应链管理的物流和供应链管理.
- 消费者行为 消费者行为
- 技术采用 技术采用
背景情况:
- 自动送货车 (ADV) 在中国正在迅速扩张,这是由电子商务和物流投资所推动的.
- 尽管有效率和可持续性等好处,但消费者采用ADVs的研究是有限的.
- 现有的模型需要改进,以充分解释消费者对ADVs的意图.
研究的目的:
- 通过结合感知行为控制 (PBC) 和感知风险 (PR) 来扩展规范激活模型 (NAM).
- 调查影响中国消费者使用自动送货车 (ADV) 的意图的因素.
- 为ADV服务设计,风险管理和政策制定提供理论和实践见解.
主要方法:
- 对来自中国354名在线消费者的调查数据进行实证分析.
- 使用结构方程模型 (SEM) 来测试增强的NAM.
- 数据通过Wenjuanxing收集,这是一个公认的在线抽样平台.
主要成果:
- 个人规范 (PN) 和感知行为控制 (PBC) 显著预测消费者采用ADVs的意图.
- 发现感知风险 (PR) 对采用意向没有重大影响.
- 责任赋予 (AR) 部分调解了对后果的认识 (AC) 和PN之间的联系.
- PN部分调解了AC,AR,PBC和行为意图之间的关系.
结论:
- 个人规范和感知到的行为控制是自动交付车辆 (ADV) 采用的关键驱动因素.
- 风险感知并不能显著阻止消费者使用辅助药物.
- 结果为优化ADV服务,降低风险和为广泛采用政策提供信息提供了可操作的见解.
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