Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB

This study merged the technology acceptance model (TAM) with the theory of planned behavior (TPB) to examine how to form behavioral intentions in the context of drone food delivery services. The results of data analysis showed that all six hypotheses within the model that merged the TAM and the TPB were statistically supported. In addition, product innovativeness moderated the relationship between the subjective norm and behavioral intentions. In the latter part of this study, implications for the food service industry as well as implications for the tourism industry were presented.

Automated summary

The study found support for the model that merged TAM and TPB, with product innovativeness moderating the relationship between subjective norm and behavioral intentions. Implications for the food service industry and tourism industry were discussed in the latter part of the study.