Unmanned deliveries: A complexity theory approach to understand consumer acceptance and intention in drone food delivery in Africa

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

International Journal of Hospitality Management Pub Date : 2025-05-15 DOI:10.1016/j.ijhm.2025.104234

Frank Badu-Baiden , Weisheng Chiu , Eudora Hagan , Victor Anderson Hodibert

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引用次数: 0

Abstract

Drawing from complexity theory, this study explored the dynamic interplay of factors influencing consumer behavior in using drone food delivery services in Africa. It seeks to uncover the complex configurations driving consumers’ intention to use and willingness to pay more. This study utilized fuzzy-set qualitative comparative analysis (fsQCA) to examine data gathered from 411 respondents via online surveys in Ghana. The analysis identifies causal patterns among motivational, volitional, emotional, and perceived risk factors. Our findings revealed multiple pathways to high consumer intention and willingness, highlighting the importance of perceived usefulness, positive attitudes, and anticipated positive emotions alongside varying influences of subjective norms and ease of use. On the other hand, negative emotions and risk perceptions emerge as significant deterrents, emphasizing the non-linear nature of consumer behavior. This study expands the Technology Acceptance Model by integrating emotional and social dimensions, demonstrating equifinality in consumer behavior. It provides insights for service providers in emerging markets to enhance engagement and address risk perceptions, facilitating the adoption of drone technology in food delivery.

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无人配送：一种复杂性理论方法来理解非洲无人机食品配送的消费者接受度和意图

从复杂性理论出发，本研究探讨了影响非洲消费者使用无人机送餐服务行为的因素之间的动态相互作用。它试图揭示驱动消费者使用意图和支付意愿的复杂配置。本研究利用模糊集定性比较分析（fsQCA）来检查加纳通过在线调查收集的411名受访者的数据。分析确定了动机、意志、情感和感知风险因素之间的因果模式。我们的研究结果揭示了高消费者意向和意愿的多种途径，突出了感知有用性、积极态度和预期的积极情绪的重要性，以及主观规范和易用性的不同影响。另一方面，负面情绪和风险感知作为重要的威慑因素出现，强调了消费者行为的非线性本质。本研究通过整合情感和社会维度来扩展技术接受模型，证明了消费者行为的不平等。它为新兴市场的服务提供商提供了见解，以加强参与和解决风险认知，促进无人机技术在食品配送中的应用。

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.