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A comparative study on the motivated consumer innovativeness of drone food delivery services before and after the outbreak of COVID-19
Journal of Travel & Tourism Marketing ( IF 8.2 ) Pub Date : 2021-04-29 , DOI: 10.1080/10548408.2021.1921671
Jinsoo Hwang 1 , Ja Young Choe 2 , Young Gin Choi , Jinkyung Jenny Kim 3
Affiliation  

ABSTRACT

This study sought to identify the importance of motivated consumer innovativeness through the moderating role of the COVID-19 outbreak in the context of drone food delivery services. The data were collected from the different periods that are before and after the COVID-19 outbreak, respectively. The structural equation modeling analysis showed that three sub-dimensions of motivated consumer innovativeness, such as functional, hedonic, and social motivations, positively affected attitude toward drone food delivery services. In addition, the attitude had a positive influence on intentions to use the services. Furthermore, the outbreak of COVID-19 moderated the relationship between functional motivation and attitude.



中文翻译:

COVID-19爆发前后无人驾驶飞机外卖服务的消费者创新动机的比较研究

摘要

这项研究试图通过在无人机送餐服务中通过COVID-19爆发的适度作用来确定激发消费者创新的重要性。分别从COVID-19爆发之前和之后的不同时期收集数据。结构方程模型分析表明,动机性消费者创新的三个子维度(例如功能性,享乐性和社会动机)积极地影响了对无人机送餐服务的态度。此外,态度对使用服务的意图有积极的影响。此外,COVID-19的爆发缓解了功能动机和态度之间的关系。

更新日期:2021-04-29
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