IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i5p2922-d762684.html
   My bibliography  Save this article

An Empirical Evaluation of Customers’ Adoption of Drone Food Delivery Services: An Extended Technology Acceptance Model

Author

Listed:
  • Idrees Waris

    (Department of Management Sciences, University of Turbat, Turbat 92600, Pakistan)

  • Rashid Ali

    (School of Information Engineering, Southwest University of Science and Technology, Mianyang 621010, China
    Department of Computer Science, University of Turbat, Turbat 92600, Pakistan)

  • Anand Nayyar

    (Graduate School, Duy Tan University, Da Nang 550000, Vietnam
    Faculty of Information Technology, Duy Tan University, Da Nang 550000, Vietnam)

  • Mohammed Baz

    (Department of Computer Engineering, College of Computer and Information Technology, Taif University, P.O. Box 11099, Taif 21994, Saudi Arabia)

  • Ran Liu

    (School of Information Engineering, Southwest University of Science and Technology, Mianyang 621010, China)

  • Irfan Hameed

    (College of Business Management, Institute of Business Management Karachi, Karachi 75190, Pakistan)

Abstract

A single technological advancement in the business sector tremendously changed customers’ lifestyles and consumption behavior. Drone technology is one of the main revolutions that increase business efficiency at a lower cost. However, the acceptance of emerging technologies is not rapid in developing markets. Therefore, this study aims to evaluate customers’ adoption of drone technology in the context of food delivery services. This study has used an extended technology acceptance model (TAM) to assess customers’ behavior. Product processing innovativeness, information processing innovativeness, and subjective norms have been added as additional constructs into TAM. The data of 354 customers from five different cities of Pakistan have been collected and analyzed through partial least square structural equation modeling (PLS-SEM). The results of the study revealed that all proposed hypotheses, except the positive influence of perceived ease of use on perceived usefulness, were accepted. Further, the results depict that perceived usefulness, subjective norms, and attitude were the major predictors of customers’ adoption of drone food delivery services. In addition to this, customers’ word of mouth has a greater influence and reach than other forms of marketing communication. Therefore, practitioners and marketers may consider hosting competition programs to experiment with drone food delivery systems to enhance the acceptance of this technology among the masses.

Suggested Citation

  • Idrees Waris & Rashid Ali & Anand Nayyar & Mohammed Baz & Ran Liu & Irfan Hameed, 2022. "An Empirical Evaluation of Customers’ Adoption of Drone Food Delivery Services: An Extended Technology Acceptance Model," Sustainability, MDPI, vol. 14(5), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:2922-:d:762684
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/5/2922/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/5/2922/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chao, Chih-Wei & Reid, Mike & Mavondo, Felix T., 2012. "Consumer innovativeness influence on really new product adoption," Australasian marketing journal, Elsevier, vol. 20(3), pages 211-217.
    2. Zhong, Yongping & Oh, Segu & Moon, Hee Cheol, 2021. "Service transformation under industry 4.0: Investigating acceptance of facial recognition payment through an extended technology acceptance model," Technology in Society, Elsevier, vol. 64(C).
    3. Peng Jing & Hao Huang & Bin Ran & Fengping Zhan & Yuji Shi, 2019. "Exploring the Factors Affecting Mode Choice Intention of Autonomous Vehicle Based on an Extended Theory of Planned Behavior—A Case Study in China," Sustainability, MDPI, vol. 11(4), pages 1-20, February.
    4. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    5. Xie, Xuemei & Huo, Jiage & Zou, Hailiang, 2019. "Green process innovation, green product innovation, and corporate financial performance: A content analysis method," Journal of Business Research, Elsevier, vol. 101(C), pages 697-706.
    6. Truong, Yann & Klink, Richard R. & Simmons, Geoff & Grinstein, Amir & Palmer, Mark, 2017. "Branding strategies for high-technology products: The effects of consumer and product innovativeness," Journal of Business Research, Elsevier, vol. 70(C), pages 85-91.
    7. 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).
    8. Bartels, Jos & Reinders, Machiel J., 2011. "Consumer innovativeness and its correlates: A propositional inventory for future research," Journal of Business Research, Elsevier, vol. 64(6), pages 601-609, June.
    9. Driediger, Fabian & Bhatiasevi, Veera, 2019. "Online grocery shopping in Thailand: Consumer acceptance and usage behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 224-237.
    10. Jiyoon Park & Solhee Kim & Kyo Suh, 2018. "A Comparative Analysis of the Environmental Benefits of Drone-Based Delivery Services in Urban and Rural Areas," Sustainability, MDPI, vol. 10(3), pages 1-15, March.
    11. Vicki McKinney & Kanghyun Yoon & Fatemeh “Mariam” Zahedi, 2002. "The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach," Information Systems Research, INFORMS, vol. 13(3), pages 296-315, September.
    12. Hirschman, Elizabeth C, 1980. "Innovativeness, Novelty Seeking, and Consumer Creativity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 283-295, December.
    13. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    14. Kim, Jiyeon & Forsythe, Sandra, 2008. "Adoption of Virtual Try-on technology for online apparel shopping," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 45-59.
    15. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    16. Jinsoo Hwang & Hyunjoon Kim, 2019. "Consequences of a green image of drone food delivery services: The moderating role of gender and age," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 872-884, July.
    17. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hadiqa Riaz & Vida Davidaviciene & Hassaan Ahmed & Ieva Meidute-Kavaliauskiene, 2022. "Optimizing Customer Repurchase Intention through Cognitive and Affective Experience: An Insight of Food Delivery Applications," Sustainability, MDPI, vol. 14(19), pages 1-22, October.
    2. Ryoma Shigi & Yuna Seo, 2023. "Consumer Acceptance of Genome-Edited Foods in Japan," Sustainability, MDPI, vol. 15(12), pages 1-11, June.
    3. Yu, Vincent F. & Aloina, Grace & Eccarius, Timo, 2023. "Adoption intentions of home-refill delivery service for fast-moving consumer goods," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 171(C).
    4. Patrick Klein & Bastian Popp, 2022. "Last-Mile Delivery Methods in E-Commerce: Does Perceived Sustainability Matter for Consumer Acceptance and Usage?," Sustainability, MDPI, vol. 14(24), pages 1-27, December.
    5. Soyoung An & Thomas Eck & Huirang Yim, 2023. "Understanding Consumers’ Acceptance Intention to Use Mobile Food Delivery Applications through an Extended Technology Acceptance Model," Sustainability, MDPI, vol. 15(1), pages 1-14, January.
    6. Macht, Janine & Klink-Lehmann, Jeanette & Hartmann, Monika, 2023. "Don't forget the locals: Understanding citizens' acceptance of bio-based technologies," Technology in Society, Elsevier, vol. 74(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sohn, Stefanie, 2017. "A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 22-33.
    2. Hossein Nasiri Zarandi & Fereshteh Lotfizadeh, 2016. "The Influence of Cognitive Innovativeness on the Behavior and Style of Consumer Adoption: Implications for Electronic-Banking Service Adoption," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 90-103, October.
    3. Sven Heidenreich & Katrin Talke, 2020. "Consequences of mandated usage of innovations in organizations: developing an innovation decision model of symbolic and forced adoption," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 279-298, December.
    4. Seok Chan Jeong & Beom-Jin Choi, 2022. "Moderating Effects of Consumers’ Personal Innovativeness on the Adoption and Purchase Intention of Wearable Devices," SAGE Open, , vol. 12(4), pages 21582440221, November.
    5. Domina, Tanya & Lee, Seung-Eun & MacGillivray, Maureen, 2012. "Understanding factors affecting consumer intention to shop in a virtual world," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 613-620.
    6. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Heidenreich, Sven & Kraemer, Tobias, 2015. "Passive innovation resistance: The curse of innovation? Investigating consequences for innovative consumer behavior," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 134-151.
    8. Her-Sen Doong & Hsiangchu Lai, 2008. "Exploring usage continuance of e-negotiation systems: expectation and disconfirmation approach," Group Decision and Negotiation, Springer, vol. 17(2), pages 111-126, March.
    9. Jing, Peng & Wang, Baihui & Cai, Yunhao & Wang, Bichen & Huang, Jiahui & Yang, Chenglu & Jiang, Chengxi, 2023. "What is the public really concerned about the AV crash? Insights from a combined analysis of social media and questionnaire survey," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    10. Barnes, Stuart J. & Vidgen, Richard T., 2014. "Technology socialness and Web site satisfaction," Technological Forecasting and Social Change, Elsevier, vol. 89(C), pages 12-25.
    11. Kathrin Dudenhöffer, 2013. "Why electric vehicles failed," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 24(2), pages 95-124, July.
    12. Julian M. Müller, 2019. "Comparing Technology Acceptance for Autonomous Vehicles, Battery Electric Vehicles, and Car Sharing—A Study across Europe, China, and North America," Sustainability, MDPI, vol. 11(16), pages 1-17, August.
    13. Pranpreya Sriwannawit & Ulf Sandström, 2015. "Large-scale bibliometric review of diffusion research," Scientometrics, Springer;Akadémiai Kiadó, vol. 102(2), pages 1615-1645, February.
    14. Christophe Bezes, 2009. "E-Commerce Website Evaluation: A Critical Review," Working Papers hal-00611008, HAL.
    15. Brown, Susan A. & Venkatesh, Viswanath & Kuruzovich, Jason & Massey, Anne P., 2008. "Expectation confirmation: An examination of three competing models," Organizational Behavior and Human Decision Processes, Elsevier, vol. 105(1), pages 52-66, January.
    16. Asrar Ahmed Sabir & Iftikhar Ahmad & Hassan Ahmad & Muhammad Rafiq & Muhammad Asghar Khan & Neelum Noreen, 2023. "Consumer Acceptance and Adoption of AI Robo-Advisors in Fintech Industry," Mathematics, MDPI, vol. 11(6), pages 1-24, March.
    17. Zhen Wang & John Lim & Xiaojia Guo, 2010. "Negotiator Satisfaction in NSS-Facilitated Negotiation," Group Decision and Negotiation, Springer, vol. 19(3), pages 279-300, May.
    18. Rohit Aggarwal & David Kryscynski & Vishal Midha & Harpreet Singh, 2015. "Early to Adopt and Early to Discontinue: The Impact of Self-Perceived and Actual IT Knowledge on Technology Use Behaviors of End Users," Information Systems Research, INFORMS, vol. 26(1), pages 127-144, March.
    19. Tandon, Anushree & Kaur, Puneet & Bhatt, Yogesh & Mäntymäki, Matti & Dhir, Amandeep, 2021. "Why do people purchase from food delivery apps? A consumer value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    20. Kwahk, Kee-Young & Ahn, Hyunchul & Ryu, Young U., 2018. "Understanding mandatory IS use behavior: How outcome expectations affect conative IS use," International Journal of Information Management, Elsevier, vol. 38(1), pages 64-76.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:2922-:d:762684. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.