Understanding the Eco-Friendly Role of Drone Food Delivery Services: Deepening the Theory of Planned Behavior

Abstract

This study tried to explain consumer’s intention formation in the context of drone food delivery services based on Ajzen’s theory of planned behavior (TPB) model. In addition, this study tried to deepen the TPB by understanding the moderating effect of the awareness of consequences. The data were collected from 406 respondents using an online survey in South Korea. The results showed that all proposed hypotheses were accepted. It was also found that the awareness of consequences plays a crucial role in the relation between perceived behavioral control and behavioral intentions. Important theoretical and managerial implications are discussed in the last part of the paper.

The Post-Coronavirus World in the International Tourism Industry: Application of the Theory of Planned Behavior to Safer Destination Choices in the Case of US Outbound Tourism

“…This nonvolitional factor indicates an individual’s perception of their capability to or not to be involved in a particular behavior [ 19 ]. The positive associations among the attitude, the subjective norm, the perceived behavioral control, and the behavioral intention have long been tested and demonstrated in the extant studies of tourism and consumer behavior [ 9 , 10 , 12 ]. These studies empirically supported the conceptual justification of the TPB by Ajzen [ 13 ], which the customer’s behavioral intention for a specific action develops based on the influence of a positive attitude toward the action, the perceived social pressure, and the perceived ability to carry out the action.…”

“…This research therefore focuses on the post-pandemic safer destination choice behaviors among US international travelers, since no research has yet investigated and predicted their post-pandemic safer destination selection process. Many researchers in tourism, social psychology, and consumer behavior agree that investigating the underlying factors that lead to travelers’ particular intentions/behaviors, which consider volitional (social and attitudinal) and nonvolitional constituents, provides clear insights into travelers’ decision-making process for a destination/product/service/brand [ 7 , 8 , 9 , 10 , 11 , 12 ]. Accordingly, the conceptual framework from the present research is derived from the theory of planned behavior (TPB) [ 13 , 14 ].…”

Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility

“…The theory of planned behavior (TPB), which considers the roles of the individual and social influence, is one of the most extensively accepted in the explanation of technology adoption behaviors [38]. The TPB, developed by Ajzen [35], has been used to explain various behaviors such as understanding how users interact with virtual communities [50], online services [37], students' intention to use technology [51], mobile services [38], last-mile logistic services [5], and drone delivery [52].…”

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.…”