Exploring the acceptance of delivery robots by online buyers using diffusion of innovation theory and structural equation modeling

Last-mile delivery is always one of the key issues in the field of transportation and the environment. Considering the rise in the online shopping rate, last-mile delivery has become one of the most important challenges for logistics service providers. In contrast to traditional delivery methods, new methods have been proposed, including sidewalk autonomous delivery robots (SADRs). These robots are a new generation of emerging technologies for the fast delivery of goods. The present study aims to investigate the factors affecting the adoption of SADRs by online shoppers in Iran. To this end, a model was proposed based on the diffusion of innovation theory (DOI). A total of 287 respondents were surveyed using an online questionnaire, and the partial least squares structural equation modeling (PLS-SEM) was employed for modeling. The results indicated that relative advantage, compatibility, and observability had a positive and complexity had a negative impact on consumers’ intention to use delivery robot. However, no significant relationship was found between trialability and intention. Also, The findings of the present study provide significant theoretical and practical contributions to logistics service providers and marketers.