Factors Associated with the Adoption of Drones for Product Delivery in the Context of the COVID-19 Pandemic in Medellín, Colombia

Abstract

This study aims to identify the factors associated with the adoption of drone delivery in Medellín, Colombia, in the context of the COVID-19 pandemic. For that purpose, it implemented the Diffusion of Innovation (DOI) theory and the Technology Acceptance Model (TAM), which have constructs that complement each other to determine the decision to accept a given technology. A survey was administered to 121 participants in order to validate the model proposed here, which is based on variables that reflect the perceived attributes and risks of this innovation and individuals’ characteristics. The results indicate that the factors Performance Risk, Compatibility, Personal Innovativeness, and Relative Advantage of Environmental Friendliness have the greatest influence on Intention to Use Drone Delivery (mediated by Attitude Towards Drone Delivery). This paper offers relevant information for the academic community and delivery companies because few other studies have investigated this topic. Additionally, the proposed technology adoption model can be a benchmark for other emerging economies in similar social, economic, and technological conditions.