Investigating motivated consumer innovativeness in the context of drone food delivery services

The objective of this research is to explore the motivated consumer innovativeness in the context of drone food delivery services. More specifically, it was hypothesized that four dimensions of motivated consumer innovativeness, which include functionally, hedonically, cognitively, and socially motivated consumer innovativeness, play an important role in the formation of attitude and behavioral intentions. In addition, this study proposed that the attitude positively affects desire and behavioral intentions. Based on the proposed relationships among the constructs, a conceptual model was developed and evaluated using data collected from 320 respondents in Korea. The data analysis results revealed that three dimensions of motivated consumer innovativeness except for cognitively motivated consumer innovativeness are important predictors of attitude. In addition, functionally motivated consumer innovativeness had a positive influence on behavioral intentions. Lastly, the attitude was shown to significantly increase desire and behavioral intentions.