Perceived innovativeness of drone food delivery services and its impacts on attitude and behavioral intentions: The moderating role of gender and age

• Published in: International journal of hospitality management 2019-08, Vol.81, p.94-103
• Main Authors: Hwang, Jinsoo, Lee, Jin-Soo, Kim, Hyunjoon
• Format: Article
• Language: English
• Subjects: Age; Attitude; Behavioral intentions; Drone food delivery services; Gender; Perceived innovativeness
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2019.03.002

•The role of drone food delivery services is expected to grow.•Perceived innovativeness affecting attitude toward using drone food delivery services were identified.•The attitude had a positive influence on intentions to use, word-of-mouth intentions, and willingness to pay more.•The moderating role of gender and age was found. Drone food delivery services refer to services that use drones to deliver food to customers as the role of services becomes more important in the food service industry, because drone food delivery services are not affected by traffic, so they can deliver food quickly. However, there is still a lack of research about drone food delivery services. Thus, this study examined the importance and necessity of drone food delivery services using the concept of perceived innovativeness. In Korea, a total of 324 samples collected in order to test the proposed model including fifteen hypotheses. The data analysis results showed that perceived innovativeness has a positive influence on attitude toward using drone food delivery services and behavioral intentions including intentions to use and word-of-mouth intentions. In addition, the attitude played an important role in the formation of behavioral intentions. Lastly, this study found the important moderating role of gender and age.