Investigating consumers’ intention to use drone food delivery services: Do personality traits matter?
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 24 May 2024
Abstract
Purpose
The drone food delivery service (DFDS) is a revolutionary technology owing to its ability to reduce delivery costs, alleviate traffic congestion, and offer a more environmentally friendly alternative compared to traditional delivery methods. While studies have been conducted to understand consumers’ intentions towards DFDS, very few of them considered internal factors such as personality traits. Considering the aforementioned factors, this research employs the belief-desire-intention (BDI) model and the big five personalities (BFP) traits to explore how personality traits (neuroticism, extraversion, agreeableness, conscientiousness, and openness) moderate the associations between the desire for DFDS and consumers’ intention to use DFDS (ITU).
Design/methodology/approach
Survey questionnaires were distributed online via Facebook and WhatsApp. A total of 359 responses were considered valid, and the study employed the partial least squares structural equation modelling approach to test the hypotheses.
Findings
The study revealed a positive impact of the desire for DFDS on ITU. Additionally, extraversion and agreeableness were found to moderate the effect of the desire for DFDS on ITU.
Originality/value
This study is the first in DFDS literature to employ the BDI model, showcasing its effective application in understanding the desire-to-intention relationship. Also, this is the first study that explores the moderating role of the BFP traits in the context of DFDS usage intention. The results provide insights for developing marketing strategies to encourage DFDS usage intention based on consumers' personality traits.
Keywords
Acknowledgements
The work was supported by Curtin Malaysia Higher Degree Research Grant Scheme. The authors would like to express their gratitude and sincere appreciation to Curtin Malaysia Graduate School, Curtin University Malaysia for the financial support of this study.
Citation
Ling, A.H.M., Sia, J.K.-M. and Ho, J.M. (2024), "Investigating consumers’ intention to use drone food delivery services: Do personality traits matter?", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-01-2024-0092
Publisher
:Emerald Publishing Limited
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