Understanding consumers' intentions to use drone food delivery services: a perspective of the theory of consumption values

Abstract

Purpose The purpose of this study is to examine the factors influencing consumers' intentions to use drone food delivery services from the perspective of the theory of consumption values (TCV). Design/methodology/approach Data collection involves the utilisation of self-administered questionnaires. Subsequently, 305 data were gathered from Malaysian consumers and subjected to analysis through partial least squares structural equation modelling (PLS-SEM). Findings This study demonstrated that functional, social, emotional and epistemic values, as well as personal innovativeness, can strongly predict intentions. However, neither the conditional value nor environmental concerns were significant predictors of intentions. Originality/value The study is the first of its kind to use the TCV from the perspective of a developing country to understand consumers' intentions to use drone food delivery services.