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.

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。