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Do Consumers’ Perceived Attributes and Normative Factors Affect Acceptance Behavior Towards Eco-Friendly Self-Driving Food Delivery Services? The Moderating Role of Country Development Status

Author

Listed:
  • Kyuhyeon Joo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Heather Markham Kim

    (Department of Tourism Management, Dong-A University, Busan 49315, Republic of Korea)

  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

Abstract

The advent of self-driving technology marks a significant milestone in the evolution of modern transportation and logistics services. More importantly, self-driving food delivery services are expected to play a significant role in environmental protection by operating on batteries instead of the traditional gasoline. The current study examines the relationship between perceived attributes, image, normative factors, and behavioral intentions in the context of eco-friendly self-driving food delivery services. The study deepens the framework by identifying the moderating role of country development status. The study gathered samples from 313 panels in South Korea, a developed country, and 315 respondents in Mongolia, a developing country. The results of the South Korean dataset showed that two types of perceived attributes, perceived innovativeness and perceived risk significantly affect image, which in turn leads to the formation of behavioral intentions. Normative factors, such as subjective norms and personal norms, also positively affect behavioral intentions, and subjective norms increase personal norms. The results of the Mongolian dataset indicated that all paths are statistically supported. Lastly, the moderating role of the country development status was found in the relationship between (1) perceived innovativeness and perceived risk, (2) subjective norms and personal norms, and (3) subjective norms and behavioral intentions.

Suggested Citation

  • Kyuhyeon Joo & Heather Markham Kim & Jinsoo Hwang, 2024. "Do Consumers’ Perceived Attributes and Normative Factors Affect Acceptance Behavior Towards Eco-Friendly Self-Driving Food Delivery Services? The Moderating Role of Country Development Status," Sustainability, MDPI, vol. 16(22), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:22:p:9918-:d:1520668
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    References listed on IDEAS

    as
    1. Vargas-Montoya, Luis & Gimenez, Gregorio & Fernández-Gutiérrez, Marcos, 2023. "ICT use for learning and students' outcomes: Does the country's development level matter?," Socio-Economic Planning Sciences, Elsevier, vol. 87(PA).
    2. Chien-Wei Ho & Chi-Chuan Wu, 2021. "Exploring Intention toward Using an Electric Scooter: Integrating the Technology Readiness and Acceptance into Norm Activation Model (TRA-NAM)," Energies, MDPI, vol. 14(21), pages 1-11, October.
    3. Yan Yu & Wenjie Hu & Chunyu Dong & Xiao Gu & Bojan Obrenovic, 2023. "E-Commerce Development and Green Technology Innovation: Impact Mechanism and the Spatial Spillover Effect," Sustainability, MDPI, vol. 15(17), pages 1-21, August.
    4. Koh, Le Yi & Xia, Zhiyang & Yuen, Kum Fai, 2024. "Consumer acceptance of the autonomous robot in last-mile delivery: A combined perspective of resource-matching, perceived risk and value theories," Transportation Research Part A: Policy and Practice, Elsevier, vol. 182(C).
    5. Kyuhyeon Joo & Junghoon (Jay) Lee & Jinsoo Hwang, 2022. "NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants," IJERPH, MDPI, vol. 19(21), pages 1-18, November.
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