Analysing Consumer Adoption Intentions of Drone-enabled Food Delivery Services: The Moderating Role of Uncertainty Avoidance
While drone-enabled food delivery continues to gain prominence, a notable research gap exists in comprehending the impact of real-life psychological challenges — specifically autonomy, competence, and relatedness — on consumer adoption intention in various cultural contexts. This study explores t...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2025-05-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3425.pdf |
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| Summary: | While drone-enabled food delivery continues to gain prominence, a notable research gap
exists in comprehending the impact of real-life psychological challenges — specifically
autonomy, competence, and relatedness — on consumer adoption intention in various
cultural contexts. This study explores the identified research gap by analysing these
challenges through the self-determination theory lens, employing partial least squares
structural equation modelling to evaluate survey responses from 423 participants in South
Korea and China. The results of our study revealed that the autonomy problem has no
significant effect, while the competency problem has a significant positive impact on
adoption intentions for drone-enabled food delivery services in both South Korea and China.
The effect of relatedness was positive and significant in China, but negative and significant
in the South Korean context. These data also demonstrated a moderating impact of cultural
dimension (uncertainty avoidance) on a relationship between these factors and adoption
intention, demonstrating how culture impacts consumer adoption behaviour. Our results in
this research are one of the first to contextualise basic issues by filling gaps in the current
literature and offering valuable insights for food service businesses. Our study’s results will
also guide the formation of effective drone-enabled food delivery systems in diverse societies
by supporting businesses in tailoring their methods to match consumer behaviours. |
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| ISSN: | 1582-9146 2247-9104 |