Exploring key drivers for consumers’ willingness to adopt underground logistics systems: uses and gratification theoretical perspective

Purpose: The underground logistics system (ULS) is noted to be an innovative delivery alternative that confers benefits such as improved logistics efficiency, reduced traffic congestion and better environmental protection for society. Consumer acceptance is crucial for the widespread application of ULS. Hence, this study aims to explore the drivers affecting consumers’ willingness to adopt an ULS anchored on the uses and gratification theory. Design/methodology/approach: An online survey was implemented among 551 Singapore citizens and structural equation modeling was adopted to examine the theoretical model. Findings: The findings suggest that most gratification variables (i.e. hedonic gratification, environmental protection gratification (EPG) and social gratification), mediated by perceived well-being and conscious attention, have significant effects on consumer adoption of the ULS. Moreover, as shown in the results of total effects, well-being perception exerts the largest impact on consumers’ adoption of ULS, followed by conscious attention, EPG, social gratification, hedonic gratification and convenience gratification. Originality/value: This study contributes to enriching current theoretical research on consumers’ willingness to accept ULS, and providing several practical implications for logistic service providers and the government to promote consumers’ adoption of ULS.