Do Consumers’ Perceived Attributes and Normative Factors Affect Acceptance Behavior Towards Eco-Friendly Self-Driving Food Delivery Services? The Moderating Role of Country Development Status

Kyuhyeon Joo, Heather Markham Kim and Jinsoo Hwang ()
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Kyuhyeon Joo: The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea
Heather Markham Kim: Department of Tourism Management, Dong-A University, Busan 49315, Republic of Korea
Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea

Sustainability, 2024, vol. 16, issue 22, 1-17

Abstract: The advent of self-driving technology marks a significant milestone in the evolution of modern transportation and logistics services. More importantly, self-driving food delivery services are expected to play a significant role in environmental protection by operating on batteries instead of the traditional gasoline. The current study examines the relationship between perceived attributes, image, normative factors, and behavioral intentions in the context of eco-friendly self-driving food delivery services. The study deepens the framework by identifying the moderating role of country development status. The study gathered samples from 313 panels in South Korea, a developed country, and 315 respondents in Mongolia, a developing country. The results of the South Korean dataset showed that two types of perceived attributes, perceived innovativeness and perceived risk significantly affect image, which in turn leads to the formation of behavioral intentions. Normative factors, such as subjective norms and personal norms, also positively affect behavioral intentions, and subjective norms increase personal norms. The results of the Mongolian dataset indicated that all paths are statistically supported. Lastly, the moderating role of the country development status was found in the relationship between (1) perceived innovativeness and perceived risk, (2) subjective norms and personal norms, and (3) subjective norms and behavioral intentions.

Keywords: self-driving food delivery services; the development status of countries; perceived attributes; normative factors; technology acceptance behavior; image (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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