Delivering Innovations: Consumers’ Intention to Use Autonomous Outdoor Food Delivery Robot and Forward Company-Generated Social Media Content

Abstract

The study examines the factors influencing consumers’ intentions to use autonomous outdoor food delivery robots (OFDR) and forward company generated social media content by integrating the Technology Acceptance Model (TAM) with innovativeness of motivated consumers. Based on 403 valid responses from Malaysia, all hypotheses were supported except those related to functional and hedonic innovativeness, which showed no moderating effects between perceived usefulness and attitude. Social innovativeness did not moderate the relationship between perceived ease of use and attitude. Theoretically, the study extends understanding of digital consumer behavior in the the service domain by introducing an integrated model that enhances TAM with dimensions of consumer innovativeness, namely functional, hedonic, cognitive, and social. Practically, it provides insights for policmakers and businesses in promoting OFDR adoption through strategies that foster positive attitude, perceived usefulness, and ease of use, reducing labor costs and carbon emissions, as well as facilitating last-mile delivery in a developing nation.

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