FACTORS INFLUENCING CONSUMERS’ BEHAVIORAL INTENTION TO USE AUTONOMOUS FOOD DELIVERY SERVICES IN VIETNAM

Abstract

The rapid development of autonomous delivery vehicles worldwide creates significant opportunities for both logistics and food delivery sectors to innovate and develop services. However, in Vietnam, where these technologies are still in their early stage, consumer acceptance remains ambiguous. This study investigates the factors that affect consumers’ intention to use autonomous food delivery services in a pre-adoption context. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study investigates the influence of performance expectancy, effort expectancy, price value, trust, perceived risk, and compatibility on customers’ behavioral intention. Data were collected through a structured survey targeting Vietnamese residents living in urban areas with food delivery experience. 175 qualified responses were analyzed using reliability analysis, exploratory factor analysis, and multiple regression. The results showed that effort expectancy is the strongest factor affecting behavioral intention. The study not only addresses the research gap on technology adoption in an emerging economy like Viet Nam but also offers practical implications for enhancing consumer acceptance of autonomous delivery services for businesses in Vietnam.