COVID-19 불안감이 드론 음식배달 서비스 관련 소비자 양가성에 미치는 영향

The Effects of COVID-19 Anxiety on the Consumer Ambivalence Associated with Drone Food Delivery Service

Purpose - This study aims to understand the impact of COVID-19 anxiety on the perceived attributes of drone food delivery service, the influence of various characteristics on consumer ambivalence toward service, and the effect of this ambivalence on adoption intention. Design/Methodology/Approach - This study observed the effects of COVID-19 anxiety on the attributes of drone food delivery services, including rapidity cognition, compatibility awareness, safety concerns, psychological risk, and performance risk, which affected ambivalence, and consequently, use intention. A questionnaire survey was conducted among 376 Chinese consumers are aware of drone food delivery service. Data collected were analyzed with SPSS 26.0 and AMOS 24.0 to verify the impact of the ambivalence on use intention. Findings - COVID-19 anxiety increased perceived benefits and risks associated with the technical delivery service leading to ambivalence. The cognition of rapidity and compatibility of drone food delivery services had negative impacts on ambivalence. On the contrary, safety concerns, psychological risk, and performance risk positively affected ambivalence. The ambivalence decreased usage intention. Research Implications - Results indicate that COVID-19 anxiety influenced consumer perceptions of innovative service attributes and ambivalence both directly and indirectly.