Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB

ABSTRACT

This study merged the technology acceptance model (TAM) with the theory of planned behavior (TPB) to examine how to form behavioral intentions in the context of drone food delivery services. The results of data analysis showed that all six hypotheses within the model that merged the TAM and the TPB were statistically supported. In addition, product innovativeness moderated the relationship between the subjective norm and behavioral intentions. In the latter part of this study, implications for the food service industry as well as implications for the tourism industry were presented.

KEYWORDS:

• Drone food delivery services
• technology acceptance model
• theory of planned behavior
• product innovativeness

Disclosure statement

No potential conflict of interest was reported by the authors.