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How to Form Behavioral Intentions in the Field of Drone Food Delivery Services: The Moderating Role of the COVID-19 Outbreak

Author

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  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Dohyung Kim

    (Seoulland F&B, 181, Gwangmyeong-ro, Gwacheon-si, Gyeonggi-do 13829, Korea)

  • Jinkyung Jenny Kim

    (School of Hotel and Tourism Management, Youngsan University, 142 Bansong Beltway, Haeundae-gu, Busan 48015, Korea)

Abstract

This study was designed to identify the significance of drone food delivery services using the moderating role of the outbreak of COVID-19. More specifically, this study proposed that there is a positive relationship between the overall image and the desire. Additionally, it was hypothesized that the desire helps to enhance two types of behavioral intentions, which included word-of-mouth intentions and the willingness to pay more. Lastly, the moderating role of the outbreak of COVID-19 was proposed during this process. Six hypotheses were tested that used 335 samples before the outbreak of COVID-19, and 343 samples were used after the outbreak of COVID-19 in South Korea. The data analysis results indicated that the overall image has a positive influence on the desire, which in turn positively affects the word-of-mouth intentions and the willingness to pay more. Furthermore, this study identified the important moderating role of the outbreak of COVID-19 in the relationship between the desire and the word-of-mouth intentions.

Suggested Citation

  • Jinsoo Hwang & Dohyung Kim & Jinkyung Jenny Kim, 2020. "How to Form Behavioral Intentions in the Field of Drone Food Delivery Services: The Moderating Role of the COVID-19 Outbreak," IJERPH, MDPI, vol. 17(23), pages 1-15, December.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:23:p:9117-:d:457703
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    References listed on IDEAS

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    Cited by:

    1. Kyuhyeon Joo & Jinsoo Hwang, 2023. "Do Consumers Intend to Use Indoor Smart Farm Restaurants for a Sustainable Future? The Influence of Cognitive Drivers on Behavioral Intentions," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    2. Yezheng Li & Pinyi Yao & Syuhaily Osman & Norzalina Zainudin & Mohamad Fazli Sabri, 2022. "A Thematic Review on Using Food Delivery Services during the Pandemic: Insights for the Post-COVID-19 Era," IJERPH, MDPI, vol. 19(22), pages 1-22, November.

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