Consequences of a green image of drone food delivery services: The moderating role of gender and age

Abstract

Drone food delivery services play a significant role in protecting the environment, because the services are operated by batteries that can be charged with electricity.Therefore, this study tried to examine a green image in the context of drone food delivery services. More specifically, this study proposed that a green image of drone food delivery services plays an important role in the formation of attitude toward using the services. In addition, it was hypothesized that the attitude has a positive influence on behavioral intentions including intentions to use, word-of-mouth intentions, and willingness to pay more. Lastly, the moderating role of gender and age was proposed during the theory-building process. A theoretical model, which included 12 hypotheses, was developed and tested using a total of 427 samples collected in Korea. The data analysis results showed that a green image of drone food delivery services has a positive influence on attitude toward using the services, which in turn positively affects three subdimensions of behavioral intentions. Furthermore, gender and age played partly as a moderator. The current paper was the first to study the green image of drone food delivery services, so the findings of this study mean a lot to the theoretical aspect.

Smart Hotels and Sustainable Consumer Behavior: Testing the Effect of Perceived Performance, Attitude, and Technology Readiness on Word-of-Mouth

“…Word-of-mouth was described as an interpersonal communication between two or more people about their experiences and transmitting positive word-of-mouth was regarded as an important performance measurement of hotel customers’ behaviors [ 42 ]. Accordingly, word-of-mouth intention was often proposed in predicting customers’ behaviors in the hospitality and tourism industry and it has been recognized as an essential driver in the marketing which is independent of any corporate influence [ 43 , 44 , 45 ]. The same explanation applies to the acceptance of advanced technologies.…”

“…In accordance with the results, they recommended that timely and convenient products/services be provided to form a positive attitude which, in turn, will increase users’ willingness in making a positive word-of-mouth evaluation. Drone food delivery services were illustrated as an intelligent and innovative technology in foodservice industry and consumers’ adoption level was examined in the study of Hwang and Kim [ 43 ]. They analyzed the data collected from 427 samples and the results exhibited that the attitude had a positive influence on behavioral intentions including word-of-mouth.…”

Impact of airport green atmospherics on mental health value, image, and loyalty among visitors and workers

“…The image of a company/brand/place perceived by individuals is of utmost importance in consumer/employee behavior literature (Dichter, 1985;Hwang & Kim, 2019;Song, Wang, & Han, 2019;Xie, Zhu, & Wang, 2019;Yurchisin, Park, & O'Brien, 2010;Zhang et al, 2014). According to Dichter (1985), image indicates an individual's full set of impressions of a company/brand formed through direct/indirect interactions (e.g., observation, consumption, working) between him/her and the company/brand.…”

“…It has been acknowledged that the image of a company/place plays an essential role in individuals' evaluation process, decision formation, and choice behaviors (Baloglu & McCleary, 1999;Dichter, 1985;Hwang, Han, & Kim, 2015;Hwang & Kim, 2019;Lee et al, 2010;Yurchisin et al, 2010). For instance, Song et al (2019) empirically assessed the effect of image in the hospitality sector.…”

Visitors’ Motives for Attending a Healthy Food Exhibition

“…By attending exhibitions, participants can quickly learn, compare and ultimately obtain new products or services [8]. Environmental issues (i.e., food safety and environmental pollution) have increased concerns about individuals' health [1][2][3] as well as global environment, making a number of corporates try to enhance their green image by making efforts for decreasing environmental damages [32][33][34][35][36]. These concerns drive awareness for the influences of healthy foods, and eventually lead them to visit healthy food exhibitions.…”