An explanatory mixed method study of outdoor food delivery robots: technology affordance approach

摘要

Purpose The current trend of human delivery services has gradually been replaced by robots in indoor delivery services. As the outdoor food delivery robot (OFDR) services have debuted recently, understanding the differences between indoor and outdoor food delivery robot services regarding factors influencing individual adoption is critical, as it determines whether OFDRs can replace human delivery jobs. Design/methodology/approach Previous studies focused on examining antecedents of indoor delivery robot adoption, so conducting a quantitative analysis (PLS-SEM and fsQCA) to examine those antecedents influencing OFDR adoption is essential. A following qualitative study (semi-structured interviews) can provide a deeper understanding of customers’ perceptions of OFDRs and generate new insights. Findings Following the technology affordance theory, study one identifies the positive impacts of affordances (cost-saving, accessibility, attractiveness, and sustainability) and the negative effects of perceived risk on OFDR adoption. The further results of fsQCA present five combinations, suggesting an offsetting relationship between affordances and perceived risks. The insights from the qualitative study explain the results from study one and identify the valuable new insights that guide future research, including tipping, social anxiety, and service recovery. Originality/value This study empirically tests an integrated framework that combines the technology affordance perspective with perceived risk theory. It provides vital theoretical implications regarding the technology adoption literature and promotes explanatory mixed methods. The findings argue the possibility of OFDRs replacing human food delivery jobs shortly, guiding the future multi-stakeholder collaborations.