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Self-service technology (SST) is a logistic innovation in e-commerce that enhances last-mile delivery efficiency in supply chain management. By combining Innovation Diffusion Theory with Resource Matching Theory, we proposed a comprehensive framework to explain the relationships between beliefs, attitude, and intention in Guanzhou, China. The findings revealed that attitude played a crucial role in influencing consumer intention to adopt SST and that attitude has direct and indirect effects. Additionally, consumer perceptions of compatibility, relative advantage, reliability, and complexity indirectly affected their adoption intention through attitude. These factors had positive and negative effects. The results highlighted the importance of attitudes as immediate predictors of intention, as consumer attitudes (favorable and unfavorable) were shaped by their perceptions. We conclude by recommending strategies to promote positive attitudes toward SST and enhance safety, efficiency, and the overall user experience.