Research On Consumers’ Intention To Use Drone Delivery Based On UTAUT Model

With the development of e-commerce,the volume of express business has become more and more,and the advancement of technology has made artificial intelligence begin to penetrate into all aspects of human daily life,and drone delivery has become the embodiment of digitalisation and intelligence in logistics and delivery services.With features such as high flexibility,low cost,straightforwardness,vertical delivery and no contact,drones are a representative of high technology in the field of logisticsdelivery.At present,scholars have mostly studied drone delivery models based on the delivery side of this service,with less research focusing on the receiving side.It is therefore necessary to examine the main factors influencing consumers’ intentions towards this logistics delivery technology from the perspective of the endpoint of logistics delivery-the consumer-whether to avoid the problem of a lack of service perception with an emphasis on technology or to follow the epidemic-proof requirements of contactless delivery.This paper proposes a theoretical model by integrating personal innovativeness and attitudinal factors into the Unified Theory of Acceptance and Use of Technology(UTAUT),adding the modern-day common problem,social anxiety,as a moderator.A total of 450 questionnaires were distributed through a questionnaire method and 418 valid responses were returned.A structural equation model was used to analyse the above issues.The results show that performance expectations,effort expectations,facilitating conditions,social influence and personal innovativeness all have a significant positive impact on consumers’ attitudes towards using drone delivery,while the moderating effect of social anxiety on the use of drone delivery is considered in the context of social phenomena and own experiences in the last two years,and the results show that social anxiety positively reinforces the impact of performance expectations and facilitating conditions on attitudes.This paper enriches the literature on drone delivery and extends the generalizability of the UTAUT model.