How to form consumer behavioral intentions in the field of self-driving food delivery services: focusing on the country’s development status
Taeuk Kim, Heather Markham Kim, Seongseop (Sam) Kim, Jinsoo HwangPurpose
The current study merges the technology acceptance model and the experience economy to explain how behavioral intentions are formed in the field of self-driving food delivery services, and considers the moderating role of a country’s development status, which included Korea and Mongolia.
Design/methodology/approach
Nine hypotheses were tested by using a total of 306 samples, which were collected in Korea, and 301 samples, which were collected in Mongolia.
Findings
Perceived ease of use and perceived usefulness positively influenced attitude in both countries. Education, entertainment and esthetic experiences positively affected attitude in the Korean sample, whereas entertainment and escapism did so in the Mongolian sample. Attitude enhanced behavioral intentions in both countries, and the country’s development status significantly moderated the relationship between education and attitude.
Practical implications
This study’s results can be utilized by SFDS providers and restaurant operators to enhance consumer acceptance by implementing educational and esthetic content in developed countries and accessibility-focused guidance in developing countries.
Originality/value
This study integrates the technology acceptance model and the experience economy to examine consumer acceptance of self-driving food delivery services across developed and developing countries, offering insights for marketers to design global strategies for self-driving food delivery services.