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This study investigates the importance of consumer innovativeness in the context of drone food delivery services by proposing that eight sub-dimensions of consumer innovativeness (i.e., novelty seeking, eagerness, vigilance, openness, quality experience seeking, hedonic experience seeking, venturesomeness, and social distinctiveness) positively affect attitude toward using drone food delivery services. It was hypothesized that attitude has a positive influence on behavioral intentions, including intentions to use and willingness to pay more. Based on the theoretical relationships, a research model comprising 10 hypotheses are presented and validated by examining a total of 321 samples collected in Korea. Data analysis results indicated that four sub-dimensions of consumer innovativeness, namely, novelty seeking, quality experience seeking, hedonic experience seeking, and social distinctiveness, enhance …