A comparative study on the motivated consumer innovativeness of drone food delivery services before and after the outbreak of COVID-19

2021 ◽  
Vol 38 (4) ◽  
pp. 368-382
Author(s):  
Jinsoo Hwang ◽  
Ja Young Choe ◽  
Young Gin Choi ◽  
Jinkyung Jenny Kim
Keyword(s):  
Comparative Study ◽  
Food Delivery ◽  
Consumer Innovativeness ◽  
Before And After ◽  
Delivery Services

Perceived risks from drone food delivery services before and after COVID-19

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ja Young (Jacey) Choe ◽  
Jinkyung Jenny Kim ◽  
Jinsoo Hwang
Keyword(s):  
Perceived Risk ◽  
Food Delivery ◽  
Equation Modeling ◽  
Stable Operation ◽  
Content Type ◽  
Before And After ◽  
Delivery Services ◽  
Psychological Risks ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this study was to explore if five subdimensions of perceived risk (financial, time, privacy, performance and psychological risks) negatively affects image. In addition, this study aims to investigate if image has a positive effect on intentions to use. Lastly, the purpose of this study was to examine the moderating effect of Coronavirus disease-2019 (COVID-19), before and after the outbreak, in the relationship between perceived risk and image. Design/methodology/approach Data were collected from 331 people before the COVID-19 outbreak and 343 people after the COVID-19 outbreak. To test hypotheses, this study used structural equation modeling. Findings Time, performance and psychological risks negatively affected image before the outbreak of COVID-19. Meanwhile, performance risks and psychological risks had a negative influence on image only after the outbreak of COVID-19. In addition, there was demonstrated to be a positive relationship between image and intentions to use, both before and after the COVID-19 outbreak. Finally, the outbreak of COVID-19 positively moderates the relationship between performance risk and image. Practical implications The current study provides the following practical implications. First, industry practitioners need to develop a performance guarantee system which enhances the quality assurance of drone food delivery services (DFDS). Second, live streaming or creative activities would help to visualize DFDS in a way that stresses the stable operation of these services. Originality/value The importance of contactless services has been emphasized ever since the beginning of the COVID-19 outbreak. However, there has been very little research on the future of contactless services after COVID-19. This study investigated the perceived risk from DFDS as a form of contactless service which has not been conducted before. The findings of this study will improve the understanding of the changes that have occurred in consumers’ perception of risk from DFDS during the COVID-19 pandemic.

scholarly journals Attitude towards Drone Food Delivery Services—Role of Innovativeness, Perceived Risk, and Green Image

2021 ◽  
Vol 7 (2) ◽  
pp. 144
Author(s):  
Asish Oommen Mathew ◽  
Abhishek Nath Jha ◽  
Anasuya K. Lingappa ◽  
Pranshu Sinha
Keyword(s):  
Perceived Risk ◽  
Structural Equation ◽  
Least Squares Method ◽  
Negative Influence ◽  
Food Delivery ◽  
Equation Modeling ◽  
Disruptive Technology ◽  
Consumer Attitude ◽  
Consumer Innovativeness ◽  
Delivery Services

The possibility of drone usage for food delivery is met with enthusiasm by businesses as it promises instantaneous benefits such as reduced costs, improved customer satisfaction, and reduced environmental imprint. The objective of this paper is to explore consumer attitude and intention towards adopting a disruptive technology such as drone food delivery in the Indian context through motivated consumer innovativeness (MCI), green image, and perceived risk. We analyzed the questionnaire survey data collected from 310 respondents using structural equation modeling—partial least squares method. Functionally motivated consumer innovativeness and cognitively motivated consumer innovativeness were found to be significant positive predictors of consumer attitude and intention. Perceived privacy risk was found to have a significant negative influence on attitude. Green image had a significant positive effect on attitude towards drone usage. Other components of MCI namely, hedonic and social as well as performance and delivery risk did not show a significance influence. This study, to our knowledge, is first of its kind in India, a populous country with an established and booming economy, where the enabling and impeding antecedents of drone food delivery usage intention is simultaneously studied. The findings of this research will mainly benefit food delivery companies in framing successful drone food delivery strategies.

Sign in / Sign up

Export Citation Format

Share Document