An Integrated Model To Predict The Intention To Use Delivery Robot For Last-Mile Delivery: A Structural Equation Modeling Approach

Abstract

Considering the rise in the online shopping rate, last-mile delivery has become one of the most important challenges for logistics service providers. In contrast to traditional delivery methods, new methods have been proposed, including sidewalk autonomous delivery robots (SADRs). The present study aims to investigate the factors affecting the adoption of SADRs by online shoppers in Iran. To this end, a model was proposed based on the diffusion of innovation theory (DOI) and technology acceptance model (TAM) by adding two variables, namely personal innovativeness and perceived risk. A total of 287 respondents were surveyed using an online questionnaire, and the partial least squares structural equation modeling (PLS-SEM) was employed for modeling. The results indicated that relative advantage, compatibility, complexity, and observability impacted consumers’ attitude toward using delivery robot; however, no significant relationship was found between trialability and attitude. Also, relative advantage and personal innovativeness had a positive and perceived risk had a negative impact on consumers’ intention to use delivery robot. The findings of the present study provide significant theoretical and practical contributions to logistics service providers and marketers.