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The purpose of this paper is to investigate the factors that affect the consumer\u2019s intention to use self-service parcel delivery service.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors integrate prior research and propose a comprehensive three-factor model. The study combines individual and situational factors and proposes a socialized factor.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>This study found that location convenience, optimism, innovation, and the need for human interaction positively affect the consumer\u2019s intention to avail of the self-service parcel delivery service. It also identifies that socialized factor positively influences the consumer\u2019s intention to use self-service parcel delivery services.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The test results show that the explanatory power of the individual factors of the model is better than that of the situational factors. However, this does not imply that the situational factors cannot explain the consumer behavior well. Future studies should employ additional situational factors to explain the consumer behavior.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>This study offers valuable theoretical and managerial implications. Delivery service providers should concentrate on their marketing force and customize their services for consumer groups who have specific individual characteristics, such as optimism and innovation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Social implications<\/jats:title><jats:p>Strengthening service interactions in the social factor and choosing optimal locations for self-service pickup machines are also essential for the expansion of the users\u2019 population and enhancement of service experience.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The authors combined situational and individual factors, proposed a socialized factor, and presented the three-factor model of the consumer\u2019s intention to use self-service parcel delivery 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