Next Article in Journal
Reshaping Higher Educational Institutions through Frugal Open Innovation
Next Article in Special Issue
Eco-Innovation, Sustainability and Business Model Innovation by Open Innovation Dynamics
Previous Article in Journal
Transformation of Business Models in Spa Enterprises for Medical Purposes in Situations of Epidemic Threats
Previous Article in Special Issue
Adaptive Life Cycle Costing (LCC) Modeling and Applying to Italy Ceramic Tile Manufacturing Sector: Its Implication of Open Innovation
Article

Attitude towards Drone Food Delivery Services—Role of Innovativeness, Perceived Risk, and Green Image

1
Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Karnataka 576104, India
2
Department of Electrical and Electronics, Manipal Institute of Technology, Manipal Academy of Higher Education, Karnataka 576104, India
*
Author to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2021, 7(2), 144; https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020144
Received: 4 March 2021 / Revised: 20 April 2021 / Accepted: 22 April 2021 / Published: 26 May 2021
The possibility of drone usage for food delivery is met with enthusiasm by businesses as it promises instantaneous benefits such as reduced costs, improved customer satisfaction, and reduced environmental imprint. The objective of this paper is to explore consumer attitude and intention towards adopting a disruptive technology such as drone food delivery in the Indian context through motivated consumer innovativeness (MCI), green image, and perceived risk. We analyzed the questionnaire survey data collected from 310 respondents using structural equation modeling—partial least squares method. Functionally motivated consumer innovativeness and cognitively motivated consumer innovativeness were found to be significant positive predictors of consumer attitude and intention. Perceived privacy risk was found to have a significant negative influence on attitude. Green image had a significant positive effect on attitude towards drone usage. Other components of MCI namely, hedonic and social as well as performance and delivery risk did not show a significance influence. This study, to our knowledge, is first of its kind in India, a populous country with an established and booming economy, where the enabling and impeding antecedents of drone food delivery usage intention is simultaneously studied. The findings of this research will mainly benefit food delivery companies in framing successful drone food delivery strategies. View Full-Text
Keywords: drone food delivery; drone usage; motivated consumer innovativeness; perceived risk; green image drone food delivery; drone usage; motivated consumer innovativeness; perceived risk; green image
Show Figures

Figure 1

MDPI and ACS Style

Mathew, A.O.; Jha, A.N.; Lingappa, A.K.; Sinha, P. Attitude towards Drone Food Delivery Services—Role of Innovativeness, Perceived Risk, and Green Image. J. Open Innov. Technol. Mark. Complex. 2021, 7, 144. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020144

AMA Style

Mathew AO, Jha AN, Lingappa AK, Sinha P. Attitude towards Drone Food Delivery Services—Role of Innovativeness, Perceived Risk, and Green Image. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(2):144. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020144

Chicago/Turabian Style

Mathew, Asish O., Abhishek N. Jha, Anasuya K. Lingappa, and Pranshu Sinha. 2021. "Attitude towards Drone Food Delivery Services—Role of Innovativeness, Perceived Risk, and Green Image" Journal of Open Innovation: Technology, Market, and Complexity 7, no. 2: 144. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020144

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop