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

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-09-13 DOI:10.1016/j.ijhm.2024.103913

Robin Nunkoo , Rajasshrie Pillai , Brijesh Sivathanu , Nripendra P. Rana

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引用次数: 0

Abstract

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.

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消费者采用人工智能无人机送餐服务的驱动因素和抑制因素

本研究采用混合方法揭示了消费者采用人工智能驱动的无人机送餐服务（AI-driven DFDS）的决定因素。与酒店业专业人士的访谈揭示了采用人工智能驱动的无人机送餐服务的若干驱动因素和抑制因素。利用这些发现，我们在行为推理理论和创新阻力理论的前提下，建立了一个采用人工智能驱动的 DFDS 的理论模型。我们使用从 1240 名消费者那里收集的数据对该模型进行了测试。结果表明，无人机的相对优势、感知到的普遍性、社会影响力和绿色形象会对消费者的态度和采用产生积极影响。风险、使用和经验障碍则对态度和采用产生不利影响。消费者对新技术的开放程度对使用人工智能驱动的 DFDS 的 "原因 "有积极影响。这项研究为采用人工智能驱动的 DFDS 的研究做出了重要的理论贡献。该研究还为营销人员和行业专业人士提供了重要的实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.