Exploring MCI and TPB in the context of self-driving robot food delivery services: A cross-national study

This study assesses the relationships between motivated consumer innovativeness and the theory of planned behavior in order to gain a better understanding of self-driving robot food delivery services. Moreover, country development status was propositioned in order to moderate the relationships between motivated consumer innovativeness and attitude. The data was collected from 315 South Korean consumers in Korea, which is a developed country, and 308 Mongolian consumers in Mongolia, which is a developing country, and they were analyzed. The results showed that functionally and cognitively motivated consumer innovativeness had an impact on attitude for both the Korean and Mongolian consumers. Hedonically motivated consumer innovativeness affected attitude for the Korean consumers, and socially motivated consumer innovativeness influenced attitude for the Mongolian customers. Attitude, subjective norm, and perceived behavioral control had causal relationships with behavioral intentions in both samples. Lastly, country development status had a moderating effect with the relationship between functionally motivated consumer innovativeness and attitude.