A comparative study on the motivated consumer innovativeness of drone food delivery services before and after the outbreak of COVID-19. Issue 4 (4th May 2021)

• Record Type: Journal Article
• Authors: Hwang, Jinsoo; Choe, Ja Young; Choi, Young Gin; Kim, Jinkyung Jenny
• Is Part Of: Journal of travel & tourism marketing. Volume 38:Issue 4(2021)
• Page Start: 368
• Page End: 382
• Publication Date: 2021-05-04
• Subjects: Motivated consumer innovativeness -- attitude -- intentions to use -- novel technology -- drone food delivery services -- Covid-19; Tourism -- Periodicals; 338.47910688
• DOI: 10.1080/10548408.2021.1921671
• Languages: English
• ISSNs: 1054-8408

Abstract

ABSTRACT: This study sought to identify the importance of motivated consumer innovativeness through the moderating role of the COVID-19 outbreak in the context of drone food delivery services. The data were collected from the different periods that are before and after the COVID-19 outbreak, respectively. The structural equation modeling analysis showed that three sub-dimensions of motivated consumer innovativeness, such as functional, hedonic, and social motivations, positively affected attitude toward drone food delivery services. In addition, the attitude had a positive influence on intentions to use the services. Furthermore, the outbreak of COVID-19 moderated the relationship between functional motivation and attitude.