Investigating The Factors Affecting Consumers' Behavioral Intentions Towards Drone Food and Beverage Delivery Service

Öz

Aim: The purpose of this study is to examine the impact of hedonic motivation, functional motivation, perceived risk and perceived trust on consumers' positive word-of-mouth intention and intention to use drone food and beverage delivery service. Method: Data were collected from the target population using social media tools and snowball sampling method. An online survey was used. Data were obtained from 210 people who watched a detailed video about the drone delivery service. The data were analysed using SPSS and Jamovi software. Results: According to the results of the analyses, hedonic motivation, functional motivation and perceived trust have a significant positive effect on both intention to use and positive word-of-mouth intention. Perceived risk, on the other hand, has a significant negative effect on both intention to use and positive word-of-mouth intention. Conclusion: As a result of the study, it was determined that the factors affecting consumers' behavioral intentions (intention to use and word-of-mouth intention) towards drone food and beverage delivery service are hedonic motivation, functional motivation, perceived trust and perceived risk. Originality: The study successfully explains the factors on behavioral intentions towards drone food and beverage delivery service from the consumer perspective

Anahtar Kelimeler

• Drones
• motivation
• perception
• behavioral intention

Tüketicilerin Drone ile Yiyecek ve İçecek Teslimatı Hizmetine Yönelik Davranışsal Niyetlerini Etkileyen Faktörlerin Araştırılması

Öz

Amaç: Bu çalışmanın amacı, hedonik motivasyon, fonksiyonel motivasyon, algılanan güven ve algılanan riskin tüketicilerin drone ile yiyecek ve içecek teslimatı hizmetine yönelik olumlu ağızdan ağıza iletişim niyeti ve kullanma niyeti üzerindeki etkisini incelemektir. Yöntem: Sosyal medya araçları ve kartopu örnekleme yöntemi kullanılarak hedef kitleden veri toplanmıştır. Çevrimiçi bir anket kullanılmıştır. Drone ile teslimat hizmeti hakkındaki detaylı videoyu izleyen 210 kişiden veri elde edilmiştir. SPSS ve Jamovi yazılımları kullanılarak verilerin analizi yapılmıştır. Bulgular Analiz sonuçlarına göre, hedonik motivasyon, fonksiyonel motivasyon ve algılanan güven hem kullanma niyetini hem de olumlu ağızdan ağıza iletişim niyetini olumlu yönde anlamlı olarak etkilemektedir. Algılanan risk ise hem kullanma niyetini hem de olumlu ağızdan ağıza iletişim niyetini olumsuz yönde anlamlı olarak etkilemektedir. Sonuç: Çalışma sonucunda, tüketicilerin drone ile yiyecek ve içecek teslimatı hizmetine yönelik davranışsal niyetlerini (kullanma niyeti ve ağızdan ağıza iletişim niyeti) etkileyen faktörlerin hedonik motivasyon, fonksiyonel motivasyon, algılanan güven ve algılanan risk olduğu belirlenmiştir. Özgünlük: Çalışma, tüketici perspektifinden drone ile yiyecek ve içecek teslimat hizmetine yönelik davranışsal niyetleri etkileyen faktörleri başarılı bir şekilde açıklamaktadır.

Anahtar Kelimeler

• Drone’lar
• motivasyon
• algı
• davranışsal niyet

Kaynakça

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