An Assessment of Consumer Acceptance of UAV Delivery Services: An Extended Technology Acceptance Model Approach in Shenzhen, China

บทคัดย่อ

Unmanned aerial vehicle (UAV) delivery offers a promising solution for urban last-mile logistics, but consumer acceptance remains critical to its wider adoption. This study applies an extended Technology Acceptance Model (TAM) to examine consumer acceptance of UAV delivery services in Shenzhen, China. The model includes seven external factors: subjective norms, delivery accuracy, service convenience, perceived price level, self-efficacy, service quality, and UAV delivery service anxiety. Data from 617 valid questionnaires were analyzed using SPSS 29.0 and AMOS 24.0 through descriptive analysis, reliability testing, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The results indicate a moderate-to-positive level of acceptance. Overall, 46.84% of respondents expressed positive attitudes toward UAV delivery, while 53.48% preferred it to traditional delivery methods. The measurement model showed satisfactory fit, whereas the structural model showed acceptable absolute fit but marginal incremental fit. Perceived ease of use, subjective norms, delivery accuracy, and service convenience positively affected perceived usefulness, while perceived price level was not significant. Self-efficacy and service quality positively affected perceived ease of use. UAV delivery service anxiety showed a significant positive effect, contrary to H8; therefore, H8 was not supported. Perceived usefulness and perceived ease of use both positively affected behavioral intention. These findings provide context-specific evidence for the extended TAM and practical implications for service providers, platform designers, and policymakers.