Exploring consumers' intention to use autonomous delivery vehicles-based on extended normative activation model

The deployment of autonomous delivery vehicles (ADVs) is undergoing unprecedented expansion in China, fueled by escalating investments from online retail and logistics enterprises. Despite the multifacted benefits of ADVs, i.e. enhanced delivery efficiency, cost savings, and environmental sustainability, academic inquiry into consumes' intention to utilize such innovative technologies remains relatively scarce. To address this research gap, the study enhances and extends the Normative Activation Model (NAM) by integrating two critical constructs: perceived behavioral control (PBC) and perceived risk (PR). Using a structural equation model (SEM), we empirically analyze survey data collected from 354 online consumers via Wenjuanxing, a reputable online sampling platform. The results reveal that personal norms (PN) and PBC significantly affect consumers' intentions to adopt ADVs, while the impact of PR is statistically non-significant. Furthermore, ascription of responsibility (AR) partially mediates in the relationships between awareness of consequences (AC) and PN, and PN serves as a partial mediator in the relationships linking AC, AR, PBC and behavioral intention. These findings provide valuable theoretical and practical insights for logistics service providers - guiding the optimization of ADVs service design and risk mitigation strategies - and relevant government departments - informing the formulation of supportive policies for ADVs deployment and consumer protection regulations.