Determinants of consumer intention to use autonomous delivery vehicles: based on the planned behavior theory and normative activation model

Chunhua Ju and Shuo Wang ()
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Chunhua Ju: Zhejiang Financial College
Shuo Wang: Zhejiang Gongshang University

Palgrave Communications, 2025, vol. 12, issue 1, 1-16

Abstract: Abstract Autonomous delivery vehicles (ADVs) that provide contactless services have attracted much academic and practical attention in China in recent years. Despite this, there is a lack of in-depth research on what motivates customers to embrace ADVs. The study integrates the theory of planned behavior (TPB) and normative activation model (NAM) and explores how environmental factors, situational factors, and individual factors affect original TPB constructs and ultimately consumers’ intention to use ADVs. Structural equation modeling was performed on survey data of 561 Chinese consumers through an online sampling platform. The results show that among the factors affecting consumer intention, word-of-mouth recommendations have the greatest impact, followed by perceived enjoyment, COVID-19 risk, ascription of responsibility, subjective norm, attitude, and perceived behavioral control. The results not only make important theoretical contributions to the technology acceptance fields but also provide helpful references to logistics enterprises, ADVs technology providers, and policymakers.

Date: 2025
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DOI: 10.1057/s41599-025-04662-w

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