Application of the extended value-belief-norm (VBN) theory to understand consumers’ intention to use autonomous delivery vehicles (ADVs)

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Emissions from transportation fuel vehicles are polluting the environment more than ever before. Currently, autonomous delivery vehicles (ADVs) are welcomed by logistics service providers and lots of consumers in general for their significant contribution in reducing environmental pollution and increasing delivery efficiency. However, there is a lack of in-depth research on consumers' willingness to adopt ADVs, despite the fact that ADVs are innovative delivery method in the field of last-mile delivery. The purpose of the study is to expand the existing knowledge of consumers' adoption behaviors by developing and testing the extended Value-Belief-Norm (VBN) theory in autonomous delivery literature. In particular, the study adds subjective norms and COVID-19 risk into the original VBN model as a theoretical framework to gain a comprehensive understanding of the consumer decision-making processes with respect to their intentions to use ADVs. Structural equation modeling is conducted using data from a web-based survey of 561 consumers through an online sample platform. The results of the study demonstrated that both subjective norms and COVID-19 risk are all related with consumers’ intention to use ADVs. The casual chain hypotheses of the extend VBN theory mentioned in our study are all supported. The results of the study make significant theoretical and managerial contributions to the field of last-mile delivery and the adoption behaviors of emerging technologies.