Intensi Penggunaan Layanan Last-Mile Drone Delivery oleh Konsumen Daring di Indonesia

Deskripsi

The innovation of drone for last-mile delivery service modes has considerable potential in Indonesia as a country with the largest e-commerce market size in Southeast Asia. This study aims to explore the influence of motivated consumer innovativeness (MCI), perceived risk, and green image on attitudes and intention to use last-mile drone delivery services. The effect of these influences was tested on 325 online consumers in Indonesia and evaluated using Partial Least Square – Structural Equation Modeling. The results showed that hedonic MCI, social MCI, delivery risk, privacy risk, and green image significantly influence consumer attitudes in Indonesia. Meanwhile, functional MCI, hedonic MCI, green image, and attitudes were found to have significant and positive effects on the intensity of using drone delivery services. Moreover, the study explored the effect of online consumer perceptions of legislative protection on perceived risk, which was found to have a significant negative effect.