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The Effects of Expected Benefits on Image, Desire, and Behavioral Intentions in the Field of Drone Food Delivery Services after the Outbreak of COVID-19

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  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Hyunjoon Kim

    (The Department of Tourism Management, The College of Business Administration, Dong-A University, Busan 49236, Korea)

Abstract

Food delivery services using drones have emerged, but there is not much research on it. Thus, this study was designed to examine how to form behavioral intentions based on the concept of expected benefits in the field of drone food delivery services. More specifically, this study proposed the five dimensions of expected benefits, such as compatibility, social influence, convenience, function, and emotion, have a positive influence on image. In addition, it was proposed that image has a positive influence on desire, which in turn positively affects behavioral intentions. Lastly, this study hypothesized the moderating role of gender in this process. To achieve this purpose, 343 responses were collected in South Korea. The data analysis results showed that five dimensions of expected benefits, such as compatibility, social influence, convenience, function, and emotion have a positive influence on image. In addition, the image aids to enhance desire, which in turn positively affects behavioral intentions. Lastly, gender moderated the relationship between desire and behavioral intentions. The important theoretical and practical implications of this study are discussed later in the paper.

Suggested Citation

  • Jinsoo Hwang & Hyunjoon Kim, 2020. "The Effects of Expected Benefits on Image, Desire, and Behavioral Intentions in the Field of Drone Food Delivery Services after the Outbreak of COVID-19," Sustainability, MDPI, vol. 13(1), pages 1-13, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2020:i:1:p:117-:d:468000
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    Cited by:

    1. Young Joong Kim & Jung Sook Park & Hyeon Mo Jeon, 2021. "Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    2. Meena, Purushottam & Kumar, Gopal, 2022. "Online food delivery companies' performance and consumers expectations during Covid-19: An investigation using machine learning approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Taeuk Kim & Jungwoo Ha, 2022. "An Investigation of Customer Psychological Perceptions of Green Consciousness in a Green Hotel Context: Applying a Extended Theory of Planned Behavior," IJERPH, MDPI, vol. 19(11), pages 1-16, June.

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