作者
Ja Young Choe, Jinkyung Jenny Kim, Jinsoo Hwang
发表日期
2021/1/2
期刊
Journal of Travel & Tourism Marketing
卷号
38
期号
1
页码范围
16-30
出版商
Routledge
简介
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.
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