Adoption of Incremental and Radical Innovations in E-Commerce Delivery: Evidence from Smart Lockers and Autonomous Drones Using the UTAUT Model

Abstract

With the rapid advancement of e-commerce delivery technologies, understanding consumer responses to different types of innovations has become increasingly important. This study examines how consumers react to incremental innovations (e.g., smart lockers) versus radical innovations (e.g., autonomous drones) by integrating personal innovativeness into the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. Based on 300 valid survey responses from Chinese consumers and analyzed using structural equation modeling (SEM), the findings demonstrate that personal innovativeness significantly influences key adoption determinants—performance expectancy, effort expectancy, social influence, and facilitating conditions. The adoption of smart lockers is primarily driven by perceived performance and convenience, whereas the adoption of autonomous drones is more strongly shaped by social influence. The proposed model provides both theoretical and practical implications for firms seeking to promote diverse e-commerce delivery technologies.

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