基于价值接受模型的无人配送车使用行为影响因素研究

Research on the Influencing Factors of Autonomous Delivery Vehicle Usage Behavior Based on Value Acceptance Model

为探究影响终端用户使用无人配送车的关键因素,通过问卷调研法,借助结构方程模型,以价值接受模型为理论基础,从收益和损失层面解构终端用户感知价值的前因要素。研究结果表明,服务便利性、感知自主性、感知新颖性正向影响用户感知价值,感知费用负向影响用户感知价值;实用价值和享乐价值均正向影响无人配送车服务的使用意愿。无人配送车服务提供商应合理安排配送车辆、配送时间,改进其外观,开发新功能;把握用户的价格可接受度,采取营销策略以减少用户对费用的感知。

Explore the key factors affecting end-users'use of autonomous delivery vehicles,the antecedents of end-users'perceived value were deconstructed in terms of gains and losses through the questionnaire research method,with the help of structural equation modeling and with the value acceptance model as the theoretical basis for the empirical research.The results of the study indicated that service convenience,perceived autonomy and perceived novelty have a positive impact on user-perceived value while perceived fee has a negative impact on user-perceived value,both utility value and hedonic value positively affect the intention to use autonomous vehicle delivery services.Autonomous delivery vehicle service providers should rationally schedule the delivery vehicle and delivery time,improve its appearance and develop new functions,grasp the user's acceptability of the price and adopt some marketing strategies that can reduce the user's perception of the fee.