公共卫生视角下消费者对无人配送使用意愿研究

Research on Consumers′Intention to Use Unmanned Distribution from the Perspective of Public Health

为推动无人配送在生活场景中的应用,以保护动机理论为主体框架,引入“预期后悔”为情绪中介变量,构建感知健康威胁和感知预防效能对消费者使用无人配送意愿的影响机理模型。利用问卷星收集相关数据,基于结构方程模型,使用Smart PLS软件进行假设检验。研究结果表明,感知预防效能、预期后悔均正向影响消费者使用意愿,感知健康威胁则无显著影响;预期后悔作为影响消费者产生使用意愿的关键情绪因素,在感知健康威胁、感知预防效能和使用意愿之间起中介作用。

To promote the application of unmanned distribution in life scenes,a mechanism model of the influence of perceived health threat and perceived preventive efficacy on consumers′intention to use unmanned distribution was constructed with protection motivation theory as the main framework and anticipated regret as the emotional intermediary variable.The related data were collected by questionnaire stars and tested the hypothesis by using Smart PLS software based on the structural equation model.The results show that perceived preventive efficacy and anticipated regret have a positive effect on consumers′intention to use,while perceived health threat has no significant effect.Anticipated regret is the key emotional factor that affects consumers′intention to use,and serves as a mediator among perceived health threat,perceived preventive efficacy,and intention to use.