Exploring the role of innovation diffusion and trust transfer on technology acceptance: intention to use drone delivery service in China

Yanghee Kim, Leishuo Wang, Jinho Noh and Taewoo Roh ()
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Yanghee Kim: Sungkonghoe University
Leishuo Wang: Soonchunhyang University
Jinho Noh: Soonchunhyang University
Taewoo Roh: Hanyang University

Asian Business & Management, 2025, vol. 24, issue 3, No 2, 357-384

Abstract: Abstract This study introduces an innovative theoretical framework that intertwines the diffusion of innovations (DOI) theory, the technology acceptance model (TAM), and the trust transfer theory (TTT) to elucidate the user acceptance of drone delivery services. The study examines the paramount role of delivery speed and stability as innovative attributes in mitigating perceived risks and addressing privacy concerns. Based on 237 valid responses, we verified the hypothesis using structural equation modeling. A pivotal finding is how trust dynamics serve as a mediator between the attributes of innovation and the perceptions of usefulness and ease of use. Moreover, the results underscore the profound influence of both perceived usefulness (PU) and perceived ease of use (PEU) on the users’ inclination to embrace such services. For enterprises venturing into this domain, accentuating the aspects of speed, stability, and rigorous privacy protocols can enhance user acceptance.

Keywords: Innovative drone delivery speed; Innovative drone delivery stability; Diffusion of innovations theory; Technology acceptance model; Trust transfer theory (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41291-025-00302-y

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