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

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  • Hwang, Jinsoo
  • Kim, Jinkyung Jenny
  • Lee, Kwang-Woo

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.

Suggested Citation

  • Hwang, Jinsoo & Kim, Jinkyung Jenny & Lee, Kwang-Woo, 2021. "Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    • Handle: RePEc:eee:tefoso:v:163:y:2021:i:c:s0040162520312592
    DOI: 10.1016/j.techfore.2020.120433
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    8. Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "A Study on Behavioral Intentions in the Field of Eco-Friendly Drone Food Delivery Services: Focusing on Demographic Characteristics and Past Experiences," Sustainability, MDPI, vol. 15(7), pages 1-13, April.
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