Understanding customer attitudes and behaviors towards drone food delivery services: An investigation of customer motivations and challenges

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2023-06-22 DOI:10.1080/19368623.2023.2227623

K. Shahzad, Qingyu Zhang, Muḥammad Ashfaq

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引用次数: 1

Abstract

ABSTRACT Drones in food delivery (DFD) have been getting significant attention in recent years owing to their ability to deliver food quickly without being affected by traffic, enhancing business practices. Therefore, this study attempts to understand consumer desires and intentions to adopt DFD in the shed of behavioral reasoning theory. The proposed framework was examined using data from 394 DFD users via an online survey. The findings established that perceived environmental effectiveness impacts reasons for, reasons against, and desire. The reason for adoption positively influences desire and intention. In contrast, reasons against adoption negatively affect intention. Furthermore, we found that personal innovativeness in technology moderates the association between the reason for and intention. The tradition barrier also moderates the association between reason against and desire for DFD. Consequently, DFD platforms should resolve consumers’ concerns and conduct awareness programs to promote the potential benefits of drone deliveries to attract consumers.

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了解客户对无人机送餐服务的态度和行为:客户动机和挑战的调查

无人机送餐(DFD)近年来受到了广泛关注，因为它们能够在不受交通影响的情况下快速送餐，从而增强了商业实践。因此，本研究试图在行为推理理论的框架下理解消费者采用DFD的欲望和意图。通过在线调查，使用394名DFD用户的数据对拟议的框架进行了检查。研究结果表明，感知到的环境有效性会影响支持、反对和渴望的理由。收养的原因对愿望和意向有积极的影响。相反，反对收养的理由会对收养意愿产生负面影响。此外，我们发现个人技术创新对动机和意图之间的关联具有调节作用。传统障碍也缓和了理性反对和对DFD的渴望之间的联系。因此，DFD平台应该解决消费者的担忧，并开展宣传计划，以促进无人机交付的潜在好处，以吸引消费者。

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

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.