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Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions

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  • Hwang, Jinsoo
  • Kim, Jinkyung Jenny
  • Lee, Kwang-Woo

Abstract

This study investigates the importance of consumer innovativeness in the context of drone food delivery services by proposing that eight sub-dimensions of consumer innovativeness (i.e., novelty seeking, eagerness, vigilance, openness, quality experience seeking, hedonic experience seeking, venturesomeness, and social distinctiveness) positively affect attitude toward using drone food delivery services. It was hypothesized that attitude has a positive influence on behavioral intentions, including intentions to use and willingness to pay more. Based on the theoretical relationships, a research model comprising 10 hypotheses are presented and validated by examining a total of 321 samples collected in Korea. Data analysis results indicated that four sub-dimensions of consumer innovativeness, namely, novelty seeking, quality experience seeking, hedonic experience seeking, and social distinctiveness, enhance attitude toward using drone food delivery services. Furthermore, the results showed that attitude plays an important role in the formation of intentions to use and willingness to pay more.

Suggested Citation

  • Hwang, Jinsoo & Kim, Jinkyung Jenny & Lee, Kwang-Woo, 2021. "Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    • Handle: RePEc:eee:tefoso:v:163:y:2021:i:c:s0040162520312592
    DOI: 10.1016/j.techfore.2020.120433
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    Cited by:

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    5. Sham, Rohana & Chong, Han Xi & Cheng-Xi Aw, Eugene & Bibi Tkm Thangal, Thahira & Abdamia, Noranita binti, 2023. "Switching up the delivery game: Understanding switching intention to retail drone delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Massimo Di Gangi & Antonio Polimeni & Orlando Marco Belcore, 2023. "Freight Distribution in Small Islands: Integration between Naval Services and Parcel Lockers," Sustainability, MDPI, vol. 15(9), pages 1-15, May.
    7. Jinsoo Hwang & Heather Markham Kim & Kyuhyeon Joo & Muhammad Nawaz & Joonho Moon, 2022. "Travelers’ Perceived Value of Robot Services in the Airline Industry: Focusing on Demographic Characteristics," Sustainability, MDPI, vol. 14(23), pages 1-12, November.
    8. Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "A Study on Behavioral Intentions in the Field of Eco-Friendly Drone Food Delivery Services: Focusing on Demographic Characteristics and Past Experiences," Sustainability, MDPI, vol. 15(7), pages 1-13, April.
    9. Shahzad, Muhammad Faisal & Yuan, Jingbo & Shahzad, Khuram, 2024. "Elevating culinary skies: Unveiling hygiene motivations, environmental trust, and market performance in drone food delivery adoption in China," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    10. Yuen, Kum Fai & Cai, Lanhui & Wee, Shaun Chuin Kit & Wang, Xueqin, 2024. "Pandemic-driven acceptance of urban drone deliveries," Transport Policy, Elsevier, vol. 146(C), pages 356-370.
    11. Wang, Ning & Mutzner, Nico & Blanchet, Karl, 2023. "Societal acceptance of urban drones: A scoping literature review," Technology in Society, Elsevier, vol. 75(C).
    12. Tamakloe, Reuben & Zhang, Kaihan & Atandzi, Jonathan & Park, Dongjoo, 2024. "Examining urban delivery service user profiles and determinants of drone delivery adoption in Ghana considering usage before and after the COVID-19 pandemic," Transport Policy, Elsevier, vol. 146(C), pages 279-294.
    13. Zeng, Shihong & Tanveer, Arifa & Fu, Xiaolan & Gu, Yuxiao & Irfan, Muhammad, 2022. "Modeling the influence of critical factors on the adoption of green energy technologies," Renewable and Sustainable Energy Reviews, Elsevier, vol. 168(C).
    14. Schulze, M. & Janssen, M. & Aschemann-Witzel, J., 2024. "How to move the transition to sustainable food consumption towards a societal tipping point," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    15. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    16. McLeay, Fraser & Olya, Hossein & Liu, Hongfei & Jayawardhena, Chanaka & Dennis, Charles, 2022. "A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    17. Schmidt, Sebastian & Saraceni, Adriana, 2024. "Consumer acceptance of drone-based technology for last mile delivery," Research in Transportation Economics, Elsevier, vol. 103(C).

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