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Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB
Choe, Ja Young1; Kim, Jinkyung Jenny2; Hwang, Jinsoo3
2021
Source PublicationJournal of Travel and Tourism Marketing
ABS Journal Level2
ISSN1054-8408
Volume38Issue:1Pages:16-30
Abstract

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.

KeywordDrone Food Delivery Services Product Innovativeness Technology Acceptance Model Theory Of Planned Behavior
DOI10.1080/10548408.2020.1862023
URLView the original
Language英語English
Scopus ID2-s2.0-85100073130
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Cited Times [WOS]:17   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Affiliation1.Faculty of Business Administration, University of Macau, Taipa, Macao
2.School of Hotel and Tourism Management, Youngsan University, Haeundae-Gu, South Korea
3.The College of Hospitality and Tourism Management, Sejong University, Seoul, South Korea
First Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Choe, Ja Young,Kim, Jinkyung Jenny,Hwang, Jinsoo. Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB[J]. Journal of Travel and Tourism Marketing,2021,38(1):16-30.
APA Choe, Ja Young,Kim, Jinkyung Jenny,&Hwang, Jinsoo.(2021).Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB.Journal of Travel and Tourism Marketing,38(1),16-30.
MLA Choe, Ja Young,et al."Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB".Journal of Travel and Tourism Marketing 38.1(2021):16-30.
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