Abstract

Purpose: This study investigates the factors influencing the adoption of Autonomous Delivery Vehicles (ADVs) in China, focusing on consumer adoption intentions in last-mile delivery. By extending the Diffusion of Innovations (DOI) theory, the research explores traditional and novel constructs impacting the acceptance of this delivery technology. Research Design, Data, and Methodology: The study develops a model combining DOI theory constructs (relative advantage, complexity, compatibility) with factors like hedonic motivation, trust, social awkwardness, and public environment impact. A survey of Chinese consumers assessed their adoption intentions for ADVs, focusing on willingness to trial, preferences, and daily integration, analyzed through statistical methods. Results: Findings show relative advantage as the strongest adoption predictor, while complexity hinders adoption, emphasizing user-friendly designs. Compatibility with habits significantly impacts adoption. Social awkwardness suggests reducing social interactions can enhance ADVs’ appeal, highlighting the importance of both traditional and novel factors in promoting ADV adoption. Conclusion: The study highlights the significance of both traditional and new factors in promoting ADV adoption. Service providers should focus on improving operational efficiency, simplifying usage, and ensuring compatibility with consumer behaviors. The findings also suggest that reducing social interactions could enhance the appeal of autonomous services, aligning with changing societal attitudes toward privacy.