Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions

Jinsoo Hwang, Jinkyung Jenny Kim and Kwang-Woo Lee

Technological Forecasting and Social Change, 2021, vol. 163, issue C

Abstract: This study investigates the importance of consumer innovativeness in the context of drone food delivery services by proposing that eight sub-dimensions of consumer innovativeness (i.e., novelty seeking, eagerness, vigilance, openness, quality experience seeking, hedonic experience seeking, venturesomeness, and social distinctiveness) positively affect attitude toward using drone food delivery services. It was hypothesized that attitude has a positive influence on behavioral intentions, including intentions to use and willingness to pay more. Based on the theoretical relationships, a research model comprising 10 hypotheses are presented and validated by examining a total of 321 samples collected in Korea. Data analysis results indicated that four sub-dimensions of consumer innovativeness, namely, novelty seeking, quality experience seeking, hedonic experience seeking, and social distinctiveness, enhance attitude toward using drone food delivery services. Furthermore, the results showed that attitude plays an important role in the formation of intentions to use and willingness to pay more.

Keywords: Drone food delivery services; Consumer innovativeness; Attitude; Behavioral intentions (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:163:y:2021:i:c:s0040162520312592

DOI: 10.1016/j.techfore.2020.120433

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