Is the Covid-19 pandemic strong enough to change the online order delivery methods? Changes in the relationship between attitude and behavior towards order delivery by drone

doi:10.1016/j.techfore.2021.120829

Technological Forecasting and Social Change

Volume 169, August 2021, 120829

https://doi.org/10.1016/j.techfore.2021.120829 Get rights and content

Highlights

•
Every technological innovation provides convenience with itself.
•
Delivery of products in online orders by drones has begun to be tested by major retailers.
•
The main purpose of technology acceptance model is to analyse how external factors, such as system dynamics, certification, education affect individual beliefs, attitude and intentions.
•
Protection Motivation Theory argues that individuals tend to protect themselves when faced with threats, and they tend to change their behaviors and attitudes within this context.
•
it is important to test the relationship between consumer's perceptions, attitudes and behavioral intentions towards drone delivery of online orders.

ABSTRACT

Delivery of products in online orders by drones has begun to be tested by major retailers. How about consumers? Are they ready for this? Due to the emergence of Covid-19 and its easy transmission from person to person, considering the risks in the streets, a lot of people have started to place their orders online. However, the interaction between the courier and the consumer during the order delivery has become a problem over time. Reducing people's anxiousness in such pandemic situations brings uncertainty about the delivery of the orders. The object of the research is to create a drone delivery system, which is an alternative delivery system that will be solution to these problems and is also used in a limited way around the world. With this study, whose theoretical background is based on the diffusion of innovations theory, technology acceptance model and protection motivation theory, it is aimed to test the relationship between consumer's perceptions, attitudes and behavioral intentions towards drone delivery of online orders. In this research, questionnaire method has been used for data collection and measurement. Moreover, the Structural Equation Modeling approach has been used for data analysis and validation of models. According to the results of this study, significant relationships have been identified between the consumers' perception of benefit and risk, and attitudes and behavioral intentions towards drone delivery of online orders during pandemics.

Keywords

Covid-19

Pandemic

Drone Delivery

Risk Perception

Technology

Consumer

Perceptions

Cited by (0)

ÜMİT YAPRAK

Ümit YAPRAK graduated from Balıkesir University, Bandırma Faculty of Economics and Administrative Sciences in 2013. He has completed his master's studies with the GPA of 3.31 at Manisa Celal Bayar University, department of Production Management and Marketing in 2019. He has started to the Marketing Ph.D program at Istanbul University in same year. His primary research interest is crossdisciplinary research including marketing, consumer behavior, digital marketing psychology, research methods and customer relationship management.

FATİH KILIÇ

Fatih KILIÇ graduated from Business School of Istanbul University in 2012. He worked as a SME portfolio manager for ING Bank Turkey between the years 2012-2015. He has completed his master's studies with the GPA of 3,92 Bahçeşehir University, department of Marketing in 2019. He has started to the Marketing Ph.D program at Istanbul University in same year. He is currently working as a General Coordinator for Oblavion. His primary research interest is cross disciplinary research including marketing, linguistics, psychology and consumer behavior.

ABDULLAH OKUMUŞ

Abdullah OKUMUS is a Professor at Istanbul University, School of Business, Department of Marketing, and Dean of the Faculty of Transportation and Logistics, Istanbul University. His research interests are marketing research, marketing strategy, consumer behavior and global marketing. He has numerous publications in national and international peer-reviewed journals, and contributed to many conferences. He also published books about consumer behavior, marketing channels and retailing and many book chapters.

View Abstract