Consumer acceptance of drone-based technology for last mile delivery

Abstract

Drones are expected to allow faster and more efficient last mile parcel delivery while at the same time reducing relevant costs. This studies’ purpose is to understand what factors influence consumer acceptance in Germany. The Unified Theory of Acceptance and Use of Technology model was expand using an incremental approach. The construct performance expectancy was replaced with the three context-specific constructs, environmental performance expectancy, speed expectancy, and relative advantage of contact-free delivery. Four perceived risk constructs (i.e., privacy risk, safety risk, noise risk, financial risk) were added. Eleven hypotheses were developed and tested via an online survey. The data were analyzed using structural equation modeling in Statistical Package for the Social Sciences. Relative advantage of contact-free delivery, hedonic motivation, and social influence are the highlights among the factors investigated for their influence on consumer acceptance. The influence on the perceived risk constructs privacy risk and safety risk varies depending on drone usage experience and gender. The value of the study stems from the proposed extended Unified Theory of Acceptance and Use of Technology model, tailored to a new technology context (drones for last mile parcel delivery) and a different cultural setting (Germany). This research contributes to the multidisciplinary approach of existing drone research by adding a consumer perspective to the mainly logistics provider-oriented engineering, informatics, and operations research.