Drone Food Delivery Services Research Articles

A Study on the Cognitive, Normative, and Affective Factors That Enhance the Pro-Environmental Behaviors of Consumers in the Context of Drone Food Delivery Services

The current study examined consumers’ sustainable behavior in the context of eco-friendly drone food delivery services. It thus focused on the cognitive triggers, normative factors, and affective triggers in forming pro-environmental intentions. This study more specifically developed a comprehensive framework that included cognitive triggers, which included environmental awareness, ascribed responsibility, biospheric value, environmental concern, and perceived effectiveness, personal norm, and affective triggers, which included positive anticipated emotion and negative anticipated emotion, subjective norm, and pro-environmental intentions. The 312 samples were randomly extracted through an online survey company in Korea, which targeted individuals who have dined out within the last six months. A theoretical model that included mediation and causal hypotheses was proposed and tested by conducting structural equation modeling. The data analysis results indicated that the four dimensions of the cognitive triggers, such as ascribed responsibility, biospheric value, environmental concern, and perceived effectiveness, positively affect personal norm, and consequently have a positive effect on positive anticipated emotion. In addition, subjective norm aids in regards to enhancing personal norm and pro-environmental intentions. The study consequently contributes knowledge that addresses the acknowledged research gap and provides practical suggestions for green marketing strategies in regards to promoting the services.

Drivers and inhibitors of consumers’ adoption of AI-driven drone food delivery services

This study sheds light on the determinants of consumers’ adoption of artificial intelligence-driven drone food delivery service (AI-driven DFDS) using a mixed-methods approach. Interviews with hospitality industry professionals revealed several drivers and inhibitors of AI-driven DFDS adoption. Using these findings, we developed a theoretical model AI-driven DFDS adoption based on the premise of the behavioral reasoning theory and innovation resistance theory. The model was tested using data collected from 1240 consumers. The results suggest that drones’ relative advantage, perceived ubiquity, social influence, and green image positively influence attitudes and adoption. Risk, usage, and experience barriers have an adverse influence on attitudes and adoption. Consumers’ openness to new technology has a positive influence on ‘reasons for’ using AI-driven DFDS. The research makes an important theoretical contribution to research on the adoption of AI-driven DFDS. The study also provides important practical implications for marketers and industry professionals.

Investigating consumers’ intention to use drone food delivery services: Do personality traits matter?

PurposeThe drone food delivery service (DFDS) is a revolutionary technology owing to its ability to reduce delivery costs, alleviate traffic congestion, and offer a more environmentally friendly alternative compared to traditional delivery methods. While studies have been conducted to understand consumers’ intentions towards DFDS, very few of them considered internal factors such as personality traits. Considering the aforementioned factors, this research employs the belief-desire-intention (BDI) model and the big five personalities (BFP) traits to explore how personality traits (neuroticism, extraversion, agreeableness, conscientiousness, and openness) moderate the associations between the desire for DFDS and consumers’ intention to use DFDS (ITU).Design/methodology/approachSurvey questionnaires were distributed online via Facebook and WhatsApp. A total of 359 responses were considered valid, and the study employed the partial least squares structural equation modelling approach to test the hypotheses.FindingsThe study revealed a positive impact of the desire for DFDS on ITU. Additionally, extraversion and agreeableness were found to moderate the effect of the desire for DFDS on ITU.Originality/valueThis study is the first in DFDS literature to employ the BDI model, showcasing its effective application in understanding the desire-to-intention relationship. Also, this is the first study that explores the moderating role of the BFP traits in the context of DFDS usage intention. The results provide insights for developing marketing strategies to encourage DFDS usage intention based on consumers' personality traits.

A New Adoption Intention Model of Drone Application in Food Delivery Services in Malaysia: A Conceptual Paper

The current Industrial Revolution era seems to enforce new ways of implementing online food delivery services, one of which is the use of drone delivery. One of the problems is that the existing food delivery services use human riders which are prone to accidents, for example about 1600 death cases were reported in 2020 involving p-hailing (food and parcel) riders. Also, the use of drones is needed to help victims of natural disasters such as floods, typhoons, and landslides. Malaysia has commenced the trial use of drone food delivery to tackle these problems. Particularly, consumers’ behavioral intentions to use drone food delivery services have been laid low with complex aviation rules and regulations. Hence, the main objective of this study is to examine the predictors of adoption intention in drone food delivery among food delivery providers and consumers in Malaysia. The research methods used are qualitative and quantitative research designs. The quantitative data will be collected using an online survey and will be analyzed using structural equation modeling (SMART PLS). For qualitative technique, the telephone interviews with 15 food delivery service providers and drone collaborators will be conducted and analyzed using verbatim analysis. The expected output is a new adoption intention model of drone food delivery services, one Master student (by research), two publications, and one IP. The result will be significant to the nation in terms of increasing the adoption of delivery drones hence increasing automation in line with the Fourth Industrial Revolution (IR 4.0). This research also improves the economy and societal benefit through efficient supply chain and transportation of services in urban and affected areas such as the spread of diseases or natural disasters, i.e., floods and landslides.

Why Do People Resist Drone Food Delivery Services? An Innovation Resistance Theory Perspective

Recently, the food service delivery industry started using drones for delivering food. The drone food delivery services are not only beneficial for marketers but also provide several benefits to the consumers. Despite several advantages for different stakeholders, the adoption of drone-based delivery is not encouraging. Thus, it is crucial to know why consumers show resistance behavior toward drone-based food delivery services. Toward that end, this study examines the effects of different functional and psychological barriers on consumers’ resistance to drone-based food delivery services through the lens of innovation resistance theory. A moderated-mediation framework has been proposed using anticipated negative emotions as a mediator and consumers’ innovativeness as a moderator. The hypotheses are examined by analyzing the 355 samples collected from online food delivery service users. The results suggest that usage, risk, image, and experience barriers are significantly associated with resistance. The study's findings enrich emerging drone-based delivery services and online food delivery literature. The study's findings furthermore offer practical knowledge to help online food delivery service providers implement strategies to reduce consumers' resistance to the drone food delivery system.

Understanding consumers' intentions to use drone food delivery services: a perspective of the theory of consumption values

PurposeThe purpose of this study is to examine the factors influencing consumers' intentions to use drone food delivery services from the perspective of the theory of consumption values (TCV).Design/methodology/approachData collection involves the utilisation of self-administered questionnaires. Subsequently, 305 data were gathered from Malaysian consumers and subjected to analysis through partial least squares structural equation modelling (PLS-SEM).FindingsThis study demonstrated that functional, social, emotional and epistemic values, as well as personal innovativeness, can strongly predict intentions. However, neither the conditional value nor environmental concerns were significant predictors of intentions.Originality/valueThe study is the first of its kind to use the TCV from the perspective of a developing country to understand consumers' intentions to use drone food delivery services.

Understanding customer attitudes and behaviors towards drone food delivery services: An investigation of customer motivations and challenges

ABSTRACT Drones in food delivery (DFD) have been getting significant attention in recent years owing to their ability to deliver food quickly without being affected by traffic, enhancing business practices. Therefore, this study attempts to understand consumer desires and intentions to adopt DFD in the shed of behavioral reasoning theory. The proposed framework was examined using data from 394 DFD users via an online survey. The findings established that perceived environmental effectiveness impacts reasons for, reasons against, and desire. The reason for adoption positively influences desire and intention. In contrast, reasons against adoption negatively affect intention. Furthermore, we found that personal innovativeness in technology moderates the association between the reason for and intention. The tradition barrier also moderates the association between reason against and desire for DFD. Consequently, DFD platforms should resolve consumers’ concerns and conduct awareness programs to promote the potential benefits of drone deliveries to attract consumers.

Towards a unified model of consumers’ intentions to use drone food delivery services

The aim of this study is to examine the factors influencing consumers’ intentions to use drone food delivery services drawing on four theories, namely the theory of planned behaviour, norm activation theory, technology acceptance model, and perceived risk theory. 305 survey data are collected in Malaysia and analysed using partial least squares structural equation modelling. The findings show that attitudes, perceived behavioural control, and personal norms are significant predictors of intentions. Furthermore, ascribed responsibility and awareness of consequences significantly predict personal norms. Additionally, perceived ease of use, perceived usefulness, and psychological risk are also predictors of attitudes.

A Study on Behavioral Intentions in the Field of Eco-Friendly Drone Food Delivery Services: Focusing on Demographic Characteristics and Past Experiences

Drones operate on electric batteries and not on gasoline, so the eco-friendly role of drones has recently attracted a lot of attention. Thus, this study was designed in order to investigate differences in behavioral intentions, such as intention to use, word-of-mouth, and willingness to pay more, according to demographic characteristics and past experiences in the field of eco-friendly drone food delivery services. Data were collected from 422 potential consumers of eco-friendly drone food delivery services in South Korea. The data analysis results indicated that females are more willing to pay extra than males are, respondents who were in their 50s had higher word-of-mouth intention than other generations, marital status showed significant differences in willingness to pay more and intentions to use, and there was a difference in willingness to pay more and word-of-mouth with regards to monthly income. In addition, respondents who had previously heard of drone food delivery services had higher averages with willingness to pay more and intentions to use as opposed to respondents who had not heard of them, and respondents who had experience controlling drones were willing to pay additional fees when they used eco-friendly drone food delivery services. The results of this study would be a great assistance for executives who will operate eco-friendly drone food delivery services.

성공적인 드론 음식 배달 서비스 구축을 위한 논의 및 지각된 위험에 관한 연구

Drone food delivery service is drawing attention as an innovative delivery service field with high potential for development. On the other hand, new technology-based services can cause consumers anxiety, and the perceived risk of these consumers can influence consumer behavior. Therefore, this study aims to verify the validity of perceived risks in drone food delivery services and to suggest the effect on word-of-mouth intention. Furthermore, this study examined whether there are differences according to demographic characteristics in this influential relationship. A total of 335 questionnaires were collected and used for analysis. As a result of the analysis, among the sub-factors of perceived risk, a negative (-) relationship was derived from the relationship between performance risk and word-of-mouth intention. In addition, the average value was high for women in all the sub-factors of perceived risk. There were also significant differences in age and education level in time risk, and income level in time and psychological risk, respectively.

An Empirical Evaluation of Customers’ Adoption of Drone Food Delivery Services: An Extended Technology Acceptance Model

A single technological advancement in the business sector tremendously changed customers’ lifestyles and consumption behavior. Drone technology is one of the main revolutions that increase business efficiency at a lower cost. However, the acceptance of emerging technologies is not rapid in developing markets. Therefore, this study aims to evaluate customers’ adoption of drone technology in the context of food delivery services. This study has used an extended technology acceptance model (TAM) to assess customers’ behavior. Product processing innovativeness, information processing innovativeness, and subjective norms have been added as additional constructs into TAM. The data of 354 customers from five different cities of Pakistan have been collected and analyzed through partial least square structural equation modeling (PLS-SEM). The results of the study revealed that all proposed hypotheses, except the positive influence of perceived ease of use on perceived usefulness, were accepted. Further, the results depict that perceived usefulness, subjective norms, and attitude were the major predictors of customers’ adoption of drone food delivery services. In addition to this, customers’ word of mouth has a greater influence and reach than other forms of marketing communication. Therefore, practitioners and marketers may consider hosting competition programs to experiment with drone food delivery systems to enhance the acceptance of this technology among the masses.

Towards the Development of Smart and Sustainable Transportation System for Foodservice Industry: Modelling Factors Influencing Customer’s Intention to Adopt Drone Food Delivery (DFD) Services

While the attempts to deploy drones in the foodservice industry focus on the technical aspects, research studies from behavioral perspectives that support service substantially are still in their infancy. When new technology-based services are introduced, it is crucial to examine and understand consumers’ perceptions by identifying a set of actions that influence acceptance and fulfilling their target. Therefore, service providers of drone food delivery (DFD) services need to identify significant factors that influence potential consumers to use drone delivery. Although a few existing models are significant, these models lack a comprehensive basic theory that addresses factors which influence consumers’ intention and behavior. To overcome this limitation and propose a more comprehensive model, relevant research studies from the domain of drone delivery services and other emerging technology such as IoT, Autonomous Vehicles, and Mobile Banking are identified, reviewed, and analyzed, and ten potential factors are subsequently extracted. This study’s data were collected from 209 participants who regularly order food online for delivery and were analyzed using SPSS. Descriptive statistics, reliability, Pearson correlation, regression analysis, r-squared, and standardized beta coefficient analyses are carried out to present the study’s findings. The results show that there is a significant relationship between behavioral intention and the user behavior of DFD. Although the participants in this study are yet to experience drone technology in the foodservice domain, the identified factors explain around 32.9% of the variation in the use behavior of DFD services. In the early stage of adoption, it is highly recommended for stakeholders to conduct marketing campaigns through media channels such as television and different social media platforms to bring awareness of this technology.

드론 음식배달 서비스에서 소비자 혁신적 동기에 연구: 인구통계학적 특성에 차이분석을 중심으로

This study was conducted to prepare for the fast-changing market situation of drone food delivery in the restaurant industry, and to achieve this purpose, this study will verify the validity of consumers'' innovative motivations for drone food delivery services and explore the impact on consumers'' word-of-mouth intentions. In addition, survey data of 320 people in Korea were collected and analyzed to identify differences in these impact relationships according to demographic characteristics. The results demonstrated that the four consumer innovations motivated by drone food delivery services are an important part of the factors that shape word-of-mouth intention. Furthermore, based on the results of a t-test and one-way ANOVA analyses of consumers'' innovative motivations according to demographic characteristics, it was revealed that there are significant gender-specific differences in social motivation.

드론 음식배달 서비스에서 기대편익에 관한 시장세분화 연구: 의사결정나무 CHAID 알고리즘 분석을 중심으로

In the Fourth Industrial Revolution, drone food delivery services are attracting attention due to its great advantages. However, there is no existing research on market segmentation in the context of drone food delivery services. Therefore, the purpose of this research was to segment sub-groups based on five sub-dimensions of perceived benefits, and identify the differences in the sub-groups according to demographic factors using the Answertree method. A total of 720 samples were used for analysis. As a result of the analysis for each expected benefit type, the split node of Answertree was created according to convenience, emotion, and compatibility, and significant market segmentation results were confirmed according to gender, age, education level, and marital status for each model. The risk estimates for each model are .392, .418, and .428, which implies a model accuracy of 60.8%, 58.2%, and 57.2%.

The Effects of COVID-19 Anxiety on the Consumer Ambivalence Associated with Drone Food Delivery Service

Purpose - This study aims to understand the impact of COVID-19 anxiety on the perceived attributes of drone food delivery service, the influence of various characteristics on consumer ambivalence toward service, and the effect of this ambivalence on adoption intention. Design/Methodology/Approach - This study observed the effects of COVID-19 anxiety on the attributes of drone food delivery services, including rapidity cognition, compatibility awareness, safety concerns, psychological risk, and performance risk, which affected ambivalence, and consequently, use intention. A questionnaire survey was conducted among 376 Chinese consumers are aware of drone food delivery service. Data collected were analyzed with SPSS 26.0 and AMOS 24.0 to verify the impact of the ambivalence on use intention. Findings - COVID-19 anxiety increased perceived benefits and risks associated with the technical delivery service leading to ambivalence. The cognition of rapidity and compatibility of drone food delivery services had negative impacts on ambivalence. On the contrary, safety concerns, psychological risk, and performance risk positively affected ambivalence. The ambivalence decreased usage intention. Research Implications - Results indicate that COVID-19 anxiety influenced consumer perceptions of innovative service attributes and ambivalence both directly and indirectly.

Understanding Perceived Risks in the Context of Drone Food Delivery Services: Focusing on the Difference Analysis Before and After the Outbreak of COVID-19

Purpose - Understanding perceived risks in the context of drone food delivery services: In the 4th Industrial Revolution, drone food delivery services are attracting attention due to their great advantages. However, there was not much research on the services. Therefore, the purpose of this research was to verify the reliability and validity of perceived risks. In addition, this research tried to identify that there are differences in perceived risks between before and after the COVID-19 outbreak. Design/Methodology/Approach - Through an online survey company, 335 responses before the COVID-19 outbreak and 343 responses after the COVID-19 outbreak were collected and used for analysis. The collected data was analyzed using the SPSS program, and after deriving factors through PCA, the difference in perceived risk before and after COVID-19 was analyzed through a t-test. Findings - First, all three factors of financial risks were increased after the COVID-19 outbreak. Second, one of the privacy risk factors related to the theft of information / decreased after the COVID-19 outbreak. Third, one factor related to learning time among the time risks increased after the COVID-19 outbreak. Lastly, there was no significant difference in performance and psychological risks. Research Implications - Through the results of this study, not only theoretical extensions are presented in the field of quaternary industry and post corona research, but also useful managerial implications.

Expected benefits with using drone food delivery services: its impacts on attitude and behavioral intentions

摘要无人机送餐服务的预期效益：对态度和行为意向影响的研究研究目的本研究提出无人机送餐的预期效益, 及其五大维度（兼容性, 社交影响力, 方便, 实用, 以及情感）对消费者态度和行为意向的影响。研究设计/方法/途径本研究样本包括413韩国消费者来检测提出的理论模型以及八项研究假设。研究结果数据分析显示预期效益包括的五大维度可以提高消费者态度。消费者态度在促进行为意向产生了关键性影响。研究原创性/价值本论文是有关预期效益在无人机送餐的关键性作用的首次实证研究

친환경 드론 음식배달 서비스에서 내적통제소재(INELOC)에 관한 연구 : 인구통계학적 특성의 차이 분석을 중심으로

Drone food delivery services (DFDS) are not only attracting attention due to the 4th Industrial Revolution, but also play a significant role in protecting the environment because the services are operated by batteries that can be charged with electricity. Therefore, this study tried to examine Internal Environmental Locus of Control (INELOC) in the context of DFDS. More specifically, this study examined how four dimensions of INELOC, namely, green consumers, activists, advocates, and recyclers, affect word-of-mouth intentions. In addition, this study investigated the difference of the four dimensions of INELOC based on the respondents’ demographic factors. This research was tested based on a total of 442 samples. The data analysis results indicated that all four dimensions of INELOC significantly affect word-of-mouth intentions. In addition, differences in the four dimensions of INELOC were found in demographic factors, including gender, age, and marital status.

Attitude towards Drone Food Delivery Services—Role of Innovativeness, Perceived Risk, and Green Image

The possibility of drone usage for food delivery is met with enthusiasm by businesses as it promises instantaneous benefits such as reduced costs, improved customer satisfaction, and reduced environmental imprint. The objective of this paper is to explore consumer attitude and intention towards adopting a disruptive technology such as drone food delivery in the Indian context through motivated consumer innovativeness (MCI), green image, and perceived risk. We analyzed the questionnaire survey data collected from 310 respondents using structural equation modeling—partial least squares method. Functionally motivated consumer innovativeness and cognitively motivated consumer innovativeness were found to be significant positive predictors of consumer attitude and intention. Perceived privacy risk was found to have a significant negative influence on attitude. Green image had a significant positive effect on attitude towards drone usage. Other components of MCI namely, hedonic and social as well as performance and delivery risk did not show a significance influence. This study, to our knowledge, is first of its kind in India, a populous country with an established and booming economy, where the enabling and impeding antecedents of drone food delivery usage intention is simultaneously studied. The findings of this research will mainly benefit food delivery companies in framing successful drone food delivery strategies.

A comparative study on the motivated consumer innovativeness of drone food delivery services before and after the outbreak of COVID-19

ABSTRACT This study sought to identify the importance of motivated consumer innovativeness through the moderating role of the COVID-19 outbreak in the context of drone food delivery services. The data were collected from the different periods that are before and after the COVID-19 outbreak, respectively. The structural equation modeling analysis showed that three sub-dimensions of motivated consumer innovativeness, such as functional, hedonic, and social motivations, positively affected attitude toward drone food delivery services. In addition, the attitude had a positive influence on intentions to use the services. Furthermore, the outbreak of COVID-19 moderated the relationship between functional motivation and attitude.