ارائه مدل گسترش‌یافته فعالسازی هنجار برای بررسی پذیرش ربات کالارسان به عنوان روشی سبز برای ارسال کالا

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشکده مهندسی عمران، دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران

2 استادیار، دانشکده مهندسی عمران، دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران

چکیده

ربات‌های کالارسان پیاده‌رو یکی از تکنولوژی‌های نوظهور در زمینه ارسال کالا هستند. این تکنولوژی به عنوان روشی سبز می‌تواند در آینده بسیاری از مشکلات حمل و نقلی و محیط زیستی را برطرف نماید. این پژوهش به منظور شناخت دیدگاه‌های زیست محیطی موثر بر پذیرش این روش به عنوان روشی سبز از سوی خریداران ایرانی انجام شده است. بدین منظور، مدلی گسترش یافته براساس مدل فعالسازی هنجار پیشنهاد شد. پس از طراحی یک پرسشنامه اینترنتی و پیاده‌سازی آن در سامانه آنلاین گوگل، 287 داده از طریق انتشار پرسشنامه در فضای مجازی جمع‌آوری شد. حدود 52 درصد از شرکت‌کنندگان تاکنون با سیستم ربات کالارسان آشنا نبودند. برای مدلسازی داده‌ها از مدل معادلات ساختاری (روش حداقل مربعات جزئی) استفاده شد. نتایج نشان می‌دهد که آگاهی از پیامدها (33/0)، احساس مسئولیت‌پذیری (211/0) و نگرانی بابت مسائل زیست محیطی (285/0) تاثیر مثبتی بر هنجار شخصی می‌گذارند. همچنین تمایل به استفاده از ربات کالارسان تحت تاثیر مثبت هنجار شخصی (464/0) قرار دارد.  همچنین، از میان متغیرهای کنترل‌کننده، درآمد ماهیانه خانوار (136/0) و آشنایی با ربات کالارسان (152/0) تاثیر مثبت و معناداری بر پذیرش این روش از سوی کاربران داشته‌اند. نتایج این پژوهش علاوه بر اینکه از نظر تئوری به ادبیات تحقیق کمک می‌کند، از نظر کاربردی هم برای برنامه‌ریزان و بازاریابان فعال در این حوزه بسیار مفید است.

کلیدواژه‌ها


عنوان مقاله [English]

Extending the norm activation model to investigate the consumers’ intention to use sidewalk autonomous delivery robot as a green delivery

نویسندگان [English]

  • Houmaan Ganjipour 1
  • Ali Edrisi 2
1 Department of Civil Engineering, K.N. Toosi University of Technology, Tehran, Iran
2 Assistant Professor -K.N.Toosi University of Technology
چکیده [English]

Sidewalk autonomous delivery robots (SADRs) are an emerging last-mile delivery technology. This technology as a green method can solve many transportation and environmental problems in the future. This study seeks to identify environmental perspectives influencing the adoption of sidewalk autonomous delivery robots as a green delivery method by Iranian online shoppers. Thus, a new extended model based on the norm activation model (NAM) is proposed. After designing an online questionnaire and implementing it in the Google Forms platform, 287 data were collected through social media and online messengers. About 52% of the participants were not yet familiar with delivery robots. The partial least square structural equation modeling (PLS-SEM) was used for modeling. The results revealed that problem awareness (0.33), ascribed responsibility (0.211), and environmental concern (0.285) were observed to have significant and positive influences on personal norm. Also, it was found that personal norm (0.464) positively affected the intention to use delivery robots. Among the control variables, monthly household income (0.136) and delivery robot familiarity (0.152) had a positive and significant effect on intention. The results of the present work not only provide theoretical contributions to the literature of delivery robots but also are practically helpful to delivery planners and marketers.

کلیدواژه‌ها [English]

  • Delivery robots
  • diffusion of innovation
  • Green delivery
  • Last-mile delivery
  • Norm Activation Model
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