Unpacking societal barriers to technology adoption: a multi-theoretical analysis of user behavior in last mile delivery applications in urban developing contextsSultan, Mohamed Amr (Avtor) Ali, Ahmed Hussein (Avtor) Barakat, Mahmoud (Avtor) Kramberger, Tomaž (Avtor) last mile delivery (LMD) applicationssocietal barriersuser behaviorsocial shaping of technology (SST)unified theory of acceptance and use of technology (UTAUT)digital inclusionLast-mile delivery (LMD) applications are expanding rapidly in developing urban contexts; however, technology adoption and continued use remain uneven due to societal and geographic barriers. This study investigates how digital literacy-related capabilities and constraints impact LMD app adoption outcomes in Alexandria, with a focus on user behavior as a mediator and district-level differences as a contextual moderator. A cross-sectional survey was conducted across Alexandria’s East, Middle, and West districts (N = 2120). The measurement and structural models were evaluated using covariance-based structural equation modeling (CB-SEM) in AMOS, which included confirmatory factor analysis, model fit assessment, and multi-group comparisons across districts. The results indicate that digital literacy-related constructs significantly shape user behavior toward LMD apps, which in turn influences subjective well-being and social inclusion. Indirect effects reveal both beneficial and potentially adverse pathways, highlighting the paradoxical role of digital literacy. Districtlevel comparisons indicate meaningful geographic variation in key relationships. By integrating UTAUT and SST, this study explains LMD adoption as both a technological and socially embedded process. The findings offer implications for platform design and public policy aimed at reducing intra-city adoption inequalities and strengthening inclusive digital participation.20262026-07-14 11:07:52Članek v reviji98861UDK: 519.8:658.8:004.7COBISS_ID: 284702467DOI: 10.1057/s41599-026-07096-0ISSN pri članku: 2662-9992sl