Drone technology is being adopted in delivery services, but the behavioural insights of consumers have not been fully researched. Drone delivery companies should determine the reasons behind people utilizing their services. Consumers' early perceptions of emerging technologies such as drone delivery services are essential to its successful introduction. This paper develops the unified theory of acceptance and use of technology, which involves the addition of the meaning of personal innovativeness as a construct in the study of the determinants of the behavioural intention and actual use of drone delivery services in Jordan. The current literature addresses the subject of logistics and risks, but there is no insight into the preferences and factors of adoption among users. To fill the gap, this study considered the behavioural intention and actual application of drones. Snowball sampling was used to select the participants to be included in the study, from which a sample size of 343 Jordanian citizens was obtained. Data collected through an online survey were assessed for reliability and normality tests. The results of the study have shown that the expectancy of effort, facilitating conditions, habits, and personal innovativeness play significant roles in the behavioural intention, which mediates the actual utilization of drone delivery services. Contrary to expectations, performance expectancy, social influence and price value were not significantly involved in this scenario. This paper highlights the importance of managing perceived danger, improving infrastructure, and developing easy-to-use interfaces to increase the adoption of drone delivery services. The results have implications for both logistics providers and policy makers who would like to expedite the implementation and adoption of drone delivery services in new markets. As a result, drone technology and IT innovations should be adopted by the delivery service market of Jordan to increase efficiency and promote the use of drones. Moreover, they are also expected to modernize the appropriate regulation and secure the system as much as possible to reduce risks, increase trust and make customers adopt the services.
A Sun, study studied this question.