How to Form Behavioral Intentions in the Field of Drone Food Delivery Services: The Moderating Role of the COVID-19 Outbreak

Jinsoo Hwang, Dohyung Kim and Jinkyung Jenny Kim
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Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea
Dohyung Kim: Seoulland F&B, 181, Gwangmyeong-ro, Gwacheon-si, Gyeonggi-do 13829, Korea
Jinkyung Jenny Kim: School of Hotel and Tourism Management, Youngsan University, 142 Bansong Beltway, Haeundae-gu, Busan 48015, Korea

IJERPH, 2020, vol. 17, issue 23, 1-15

Abstract: This study was designed to identify the significance of drone food delivery services using the moderating role of the outbreak of COVID-19. More specifically, this study proposed that there is a positive relationship between the overall image and the desire. Additionally, it was hypothesized that the desire helps to enhance two types of behavioral intentions, which included word-of-mouth intentions and the willingness to pay more. Lastly, the moderating role of the outbreak of COVID-19 was proposed during this process. Six hypotheses were tested that used 335 samples before the outbreak of COVID-19, and 343 samples were used after the outbreak of COVID-19 in South Korea. The data analysis results indicated that the overall image has a positive influence on the desire, which in turn positively affects the word-of-mouth intentions and the willingness to pay more. Furthermore, this study identified the important moderating role of the outbreak of COVID-19 in the relationship between the desire and the word-of-mouth intentions.

Keywords: drone food delivery services; COVID-19; overall image; desire; behavioral intentions (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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