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.

摘要

近年来，食品配送领域的无人机 (DFD) 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配送食品，从而增强商业实践。因此，本研究试图在行为推理理论的框架下了解消费者采用 DFD 的愿望和意图。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审查。研究结果表明，感知的环境有效性影响理由、反对理由和愿望。采用的原因对愿望和意图产生积极影响。相反，反对采用的原因会对意图产生负面影响。此外，我们发现个人在技术方面的创新程度调节了原因和意图之间的关联。传统障碍也调节了反对 DFD 的理由和愿望之间的关联。因此，DFD 平台应解决消费者的担忧并开展意识计划，以宣传无人机送货的潜在优势，从而吸引消费者。