A study on consumer intention to use drone food delivery service

ABSTRACT

Present research paper is about behaviour intentions of the people in the field of food delivery
which has bloomed in the past few years. Many companies started and proved its
profitability. Zomato is one among them that company has initiated a new concept of UVA
food delivery Facility. Rooted through TPB and UTAUT Model. The constructs like Attitude,
Social influence, Performance expectancy, Personnel innovativeness, Eco-friendly are used in
this study. The sufficient members of 240 samples were collected from respondents collected
for testing this model. SEM analysis test results revealed the determinants such as personnel
innovativeness, Attitude, social influence was proved to be statistically and significantly
proved in The Paper for UVA food delivery service.

Keywords: UVA food delivery, Theory of planed behaviour, Perceived risk, UAV-
unmanned aerial vehicle

Introduction:

Drones which are also called unmanned aerial vehicle. This is an aircraft recently invented in
an intelligent way, as they are operated without a man as a pilot and automatic. They are very
efficiently used in various field like Agriculture, Defence, and Fire Facility. This recently
discovered technology is very useful. In our society there is a change in lifestyle especially in
eating habits. On busy work schedule there is a forceful use of disposable items which has
been increased. Now in India there is a growth in ordering food online has also been
increased. Our life style forces us the time management efficiently in ordering food online is
the result of the cultural change recently found in cities. Now U.S federal government has
approved the UVA food delivery service for Uber. In San Diego Uber is going to start their
UVA delivery facility. And many companies have competed with the guaranty of delivering
food at the door step within ten to fifteen minutes. There are many tough competitions in this
field. Now this paper tried to examine the behaviour intention of customers in the new
concept of drone delivery which is used in food Facility. It has been purposely concentrated
on Examining personal innovativeness. More effort paid on social influence and also the
attitude of people and their desire to use this new pattern of food delivery Facility and its
usefulness. Behaviour of people is more unpredictable when the environment is constantly
changing. Factor of social influence has been paid more attention. Based on this factor this
study has been proposed and this model was suggested. The research model which has been
used in The Papers TPB (Theory of planned behaviour) and UTAUT2.

Research review:

The UVA food delivery Facility are been studied by various researchers. This study includes
various factors like performance expectancy, social influence, technical risk and delivery risk
eco-friendly and attitude is taken as mid variable.

There are few research papers published recently with reference to this study. They are as
follows.

(JordanToy and AnneGoodchild n.d.) conducted a study which is fully focused on

environment and it also shows many problems that are caused in our daily life. And the
reduction of pollution can also made by drones in some type of cases. And this study focuses
on Co2.

(JennyKim 2019) has done The Papering this concept of drone in Korea which has to
moderate both product knowledge and some of eco-friendly role of drone. and it has framed
sixteen hypotheses using total of 401 respondents which were conducted in Korea. The
analysis and the hypotheses were done by the model of NAM and TPB statistically supports.
More than that this study moderately supports all the factors like attitude and behaviour
intentions and subjective norms and personal norms

(Yogi Tri Prasetyo and Hans Tanto 2021) In this paper drones were experimental used for
food delivery in Indonesia. It is including hedonic motivation factor, perceived ease of use
etc. are the many factors which are used and analyses by the SEM method. And the findings
were very encouraging in this study.

With reference to covid 19 a study made by (Jinsoo Hwang and Dohyung Kim 2020)
revealed useful relationship connection the overall image and desire in UVA food delivery .
Two significant points were made as desire and behaviour pattens with willingness to pay
more. Out of 335 samples six hypnotises were tested. Result indicates overall image has
useful connection on desire and willingness to pay more.
With reference to enthusiasm by businesses, its instantons welfare like reduced cost,
customers pleasure improvement and decrease environmental effects, a study undertaken by
(Asish Oommen Mathew 2020) becomes significant. It also Indian context through (MCI),
green image and risk factors. The questionnaire used over 310 people was analysed by the
structural equational model (SEM) with partial least square method.

One research papers were found to be very useful for undertaking this study.(Vichita
Ractham 2020) In Thailand it was found the use of drone in construction technology through
ariel photography. That was very useful to frame the design in pre-fabricated building
technology and various building were constructed in the factory there were carried by various
means.

There was a dynamic growth in the aerospace industry and one significant discovery is drone
which as affected the global attitude. To analyse the technical portfolio of UAVs studies were
conducted. All the rights belong to Korean intellectual property which was patented. This
study undertakes the Analysis of three groups. This paper was published by (Ganchimeg
Battsengel and Selvaraj Geetha n.d.)

(Maya F. Farah 2020) has examine the consumer relations in UVA food delivery YouTube
participant were used for data analysis. A thematic inductive analysis was used consumers
cognitive and affective factors analysis. This study said UVA food delivery were still under
the testing phase. Consumer and retailers may get the benefit from the study.

There was very many research conducted, out of which I have mentioned only a few.

Objectives of the study

To Predict the adoption of UVA food delivery facility the below impartial were framed for
the study.

 To know about perceived risk and personnel innovativeness of customers towards

drone Facility
 To study the factors influencing the use the UVA food delivery.
 To discover customer attitude and behaviour intention of considering them a new
applied science such as, UVA food delivery.
 To understand performance expectancy on usage of UVA food delivery in the
customer’s point of view.
  To examine the intention of the customers whether social influence and eco-friendly
factor affects.

Research Model

Personal
innovativeness

Eco Friendly

Perceived risk

Delivery Risk
Attitude Behavior
Technical Risk
intention

Performance
expectancy

Social
Influence

Research Hypothesis:

H1: Personal innovativeness will directly and significantly affect the behaviour intuition of
the consumer

H2: Eco friendly will directly and significantly affect the behaviour intuition of the consumer

H3: delivery risk will directly and significantly affect the behaviour intuition of the consumer

H4: Technical risk will directly and significantly affect the behaviour intuition of the
consumer
H5: performance expectancy will directly and significantly affect the behaviour intuition of
the consumer

H6: social influence will directly and significantly affect the behaviour intuition of the
consumer

H7: Attitude will directly and significantly affect the behaviour intuition of the consumer

Research Methodology

 Research Design

Descriptive research has been included in the paper with an approach to understand the
behaviour intention of the people towards UVA food delivery Facility.

 Sample Technique

The sampling technique used in this study is snow ball sampling to draw samples and an
appropriate questionnaire was circulated to the surroundings and it has been spread through
many cities.

 Sample size

The research is done by collecting the primary data and secondary data by circulating the
questionnaire through google forms. A total of (240) response was collected and the
adequacy of the sample size was calculated using the Daniel Soper software and the
Minimum required sample size was 200.

 Statistical Tools used for Analysis

SEM was included to test hypothesis framed among the constructs to establish the influence
among the variables and to validate the research model.

Research Analysis and Findings

Table1.Demographic profile

Gender Frequency Percentage

Male 175 72.9%

 Female 64 26.7%

Others 1 0.4%

Age

18-21 50 20.8%

22-26 80 33.3%

27+ 110 45.8%

Occupation

student 85 35.4%

employee 77 32.1%

Entrepreneur 38 15.8%

Home Maker 24 10%

others 16 7.7%

Apps used to order food

Zomato 53 22.1%

Swiggy 104 43.3%

Uber eats 12 5%

Other local apps 71 29.6%

Average amount spent on

ordering food (per Month)

Less than500 52 21.7%

500-1000 87 35.3%

1000-2000 63 26.2%

2000-3000 25 10.4%

More than 3000 13 5.4%

 Online order frequency

Less than 5 times 143 59.6%

6-10 times 67 27.9%

11-15 times 25 10.4%

More than 15 times 5 2.1%

Willing to use drone

delivery

YES 198 82.5%

NO 42 17.5%

Interpretation of Demographic profile of respondents

The above descriptive table describes the demographic profile of the respondents. Frome
the table it shows that Majority are Male (72.9%). And many of our respondents age was
More than 27+(45.8). And most of them are students (35.4%) and employee (32.1%). Their
average amount of money spent on ordering food per month according to our respondents
more are 500-1000(35.3%). And their ordering food online frequency majority is less than 5
times (59.6%). The apps which they use highly is Swiggy (43.3%). And the majority are
willing to apply UVA food delivery is (82.5%).so, from above data’s we know that people
are wanted to use UVA food delivery.

Structural Equation Model Analysis (SEM)

The influence of factor like Personnel innovativeness, Delivery risk, technical risk, social
influence eco-friendly, performance expectancy, on attitude and Behaviour intuition to use
online food delivery Facility is examined using SEM model. The applicability was examined
using the confirmatory factor analysis and the findings are discussed below.

Reliability of Constructs
It is examined using the Cronbach alpha and the composite reliability and the results are
furnished in the table.

 Table 2: Confirmatory factor Analysis

  BI  ATT  TR  PE  EF  DR  PI  SI 

Composite Reliability  0.897  0.872  0.803  0.822  0.872  0.800  0.869  0.892 

Cronbach Alpha  0.828  0.779  0.633  0.674  0.784  0.624  0.774  0.818 

AVE  0.744  0.779  0.578  0.606  0.699  0.571  0.690  0.733 

From this table we can observe that Composite reliability value for all the constructs is
greater than the threshold value of 0.7. Behaviour intention (0.897), Attitude (0.872),
Technical risk (0.803), Performance expectancy (0.822), eco-friendly (0.872), delivery risk
(0.800), personnel innovativeness (0.869), social influence (0.892). There from this it can be
interred that the items that has been taken for each construct fully describes the constructs
taken for the study.

We can observe that Cronbach alpha value for all the varables is greater than the threshold
value of 0.7 expect three constructs. Behaviour intention (0.828), Attitude (0.779), Technical
risk (0.633), Performance expectancy (0.674), eco-friendly (0.784), delivery risk (0.624),
personnel innovativeness (0.774), social influence (0.818).

The threshold values for AVE are said to be 0.5 and the AVE for all constructs are above 0.5,
Behaviour intention (0.744), Attitude (0.779), Technical risk (0.578), performance
expectancy (0.606), eco-friendly (0699), delivery risk (0.571), personnel innovativeness
(0.690), social influence (0.733).
Discriminant Validity:

Table 3

BI ATT TR PE EF DR PI SI

BI 0.863 0.696 0.005 0.530 0.472 0.044 0.615 0.504

ATT 0.696 0.833 -0.012 0.536 0.421 0.017 0.582 0.518

TR 0.005 -0.012 0.760 0.001 0.102 0.524 0.058 0.102

PE 0.530 0.536 0.001 0.779 0.583 0.159 0.561 0.525

EF 0.472 0.421 0.102 0.583 0.836 0.232 0.560 0.546

DR 0.044 0.017 0.524 0.159 0.232 0.756 0.162 0.235

PI 0.615 0.582 0.058 0.561 0.560 0.162 0.830 0.633

SI 0.504 0.518 0.102 0.525 0.546 0.235 0.633 0.856

The discriminant validity done by comparing the squared correlations of each Ave and taking
the square root of AVE of each construct is larger than Correlation among the latent
Variables. It can be observed from the table that the square root of AVE for Behaviour
intention (0.863), Attitude (0.833), Technical risk (0.760), Performance expectancy (0.779),
Eco-friendly (0836), Delivery risk (0.756), Personnel innovativeness (0.830), social influence
(0.856). Behaviour intention has highest correlation among any other latent variables Thus,
discriminant validity is established in The Paper table.

Factor loadings:

The threshold for factor loadings is said to be higher than 0.7 and the conditions are satisfied
by the major given in the table below.

Table 4
 BI ATT TR PE EF DR PI SI

BI1 0.828 0.607 -0.077 0.487 0.428 -0.003 0.522 0.404

BI2 0.903 0.629 0.012 0.469 0.387 0.067 0.538 0.466

BI3 0.855 0.564 0.074 0.417 0.411 0.045 0.531 0.434

A1 0.545 0.849 -0.031 0.407 0.349 -0.016 0.463 0.394

A2 0.679 0.865 -0.064 0.514 0.382 -0.041 0.543 0.485

A3 0.509 0.783 0.072 0.417 0.320 0.110 0.447 0.415

TR1 0.023 0.009 0.700 0.010 0.085 0.364 0.051 0.076

TR2 -0.028 -0.067 0.797 -0.051 0.087 0.489 0.062 0.067

TR3 0.018 0.034 0.780 0.046 0.061 0.338 0.021 0.090

PE1 0.368 0.401 -0.103 0.741 0.383 0.022 0.438 0.325

PE2 0.384 0.385 0.054 0.803 0.484 0.130 0.439 0.441

PE3 0.484 0.467 0.045 0.790 0.490 0.214 0.436 0.456

EF1 0.366 0.333 0.079 0.487 0.790 0.165 0.414 0.429

EF2 0.407 0.364 0.060 0.476 0.867 0.191 0.480 0.469

EF3 0.410 0.359 0.117 0.501 0.849 0.223 0.506 0.468

DR1 0.043 0.009 0.365 0.121 0.173 0.748 0.109 0.188

DR2 0.074 0.021 0.468 0.150 0.230 0.791 0.137 0.215

DR3 -0.023 0.009 0.349 0.088 0.117 0.726 0.120 0.127

PI1 0.532 0.493 0.031 0.472 0.458 0.105 0.845 0.487

PI2 0.518 0.505 0.061 0.492 0.458 0.124 0.862 0.520

PI3 0.479 0.450 0.054 0.432 0.481 0.178 0.782 0.575

SI1 0.437 0.469 0.075 0.457 0.556 0.194 0.577 0.827

SI2 0.404 0.399 0.131 0.431 0.446 0.213 0.534 0.879

SI3 0.456 0.465 0.053 0.463 0.404 0.197 0.516 0.862

Hence, it can be inferred for the above results of Cronbach Alpha, Composite reliability and
AVE are satisfied and so the convergent validity is established in the study.
Testing of Hypothesis:

Table 5

Hypothesis Relationship Path Critical ratio (t>

coefficient 1.960)

H1 Attitude ----- Behaviour Intention 0.460 7.728

H2 Technical Risk ----- Attitude -0.212 -3.412

H3 Performance expectancy ---- Behaviour 0.111 1.752

Intention

H4 Eco friendly ----- Attitude 0.106 1.668

H5 Delivery Risk ----- Attitude -0.011 0.175

H6 Personnel innovativeness ------ Attitude 0.336 5.514

H7 Social influence ---- Attitude 0.246 3.981

Hypothesis Testing results:

H1: The first Hypothesis of The Paper “Attitude will directly and significantly affect the
behaviour intention” has a value of 7.728 which clearly implies that t>1.96 and so it is not
rejected. Relationship between both the constructs was found to be significant. Hence, it can
be Reason the Attitude of UVA food delivery impacts the behaviour intention to use Drone
Facility.

H2: The second Hypothesis of The Paper “Technical risk will directly and significantly
affect the Attitude” has a value of -3.412 which implies that t>1.96 hence it is rejected.
Relationship between both the constructs was not found to be significant. Hence, it can be
reason the technical risk of UVA delivery facility does not have an impact on the intention to
apply the drone facility.

H3: The third Hypothesis of The Paper “Performance expectancy will directly and
significantly affect the behaviour intention” has a value of 1.752 which implies that t>1.96
hence it is rejected. Relationship between both the constructs was not found to be significant.
Hence, it can be reason that the Performance expectancy of UVA delivery facility does not
have an impact on the intention to use the UVA food Facility.

H4: The fourth Hypothesis of The Paper “eco-friendly will directly and significantly affect
the Attitude” has a value of 1.668 which implies that t>1.96 hence it is rejected. Relationship
between both the constructs was not found to be significant. Hence, it can be Reason the Eco
friendly of UVA delivery facility does not have an impact on the intention to use the UVA
food Facility.

H5: The fifth Hypothesis of The Paper “Delivery risk will directly and significantly affect
the Attitude” has a value of 0.175 which implies that t>1.96 hence it is rejected. Relationship
between both the constructs was not found to be significant. Hence, it can be Reason the
Delivery risk of UVA delivery facility does not have an impact on the intention to use the
drone Facility.

H6: The sixth Hypothesis of The Paper “Personnel innovativeness will directly and
significantly affect the Attitude” has a value of 5.514 which implies that t>1.96 hence it is not
rejected. Relationship between both the constructs was found to be significant. Hence, it can
be Reason the Personnel innovativeness of UVA delivery facility have an impact on the
intention to use the UVA food Facility.

H7: The Seventh Hypothesis of The Paper “Social influence will directly and significantly
affect the Attitude” has a value of 3.918 which implies that t>1.96 hence it is not rejected.
Relationship between both the constructs was found to be significant. Hence, it can be
Reason the social influence of UVA delivery facility has an impact on the intention to use the
UVA food Facility

Figure 2
Conclusion:

Nowadays all companies and industries are developing their technology to increase their
production to gain profit. The introduction of UVA food delivery Facility in the food delivery
companies will increase their profit. The research was conducted to understand the customer
behaviour intention on UVA food delivery. And the result of Above study revealed that the
attitude is the most influencing factor which influence the UVA food delivery Facility
followed by the personnel innovativeness and social influence. Hence, the customers are will
to use and they will ask to use the UVA delivery service to their Neighbours. And customers
are willing to use new technologies. When there is an increase in intuition to use UVA food
delivery the usage behaviour will also increase. The Paper was conducted based on TPB and
UTAUT model. This study will be more beneficial to the upcoming and existing food
delivery service company

References

Asish Oommen Mathew. 2020. “Attitude towards UVA food delivery Facility—Role of
Innovativeness, Perceived Risk, and Green Image.” (3).

Ganchimeg Battsengel, and Selvaraj Geetha. n.d. “Analysis of Technological Trends and
Technological Portfolio of Unmanned Aerial Vehicle.”

JennyKim. 2019. “Merging the Norm Activation Model and the Theory of Planned Behavior
in the Context of UVA food delivery Facility: Does the Level of Product Knowledge
Really Matter? Author Links Open Overlay PanelJinkyung.”

Jinsoo Hwang, and Dohyung Kim. 2020. “How to Form Behavioral Intentions in the Field of
UVA food delivery Facility: The Moderating Role of the COVID-19 Outbreak.”

JordanToy, and AnneGoodchild. n.d. “An Evaluation of Unmanned Aerial Vehicle

Technology in Reducing CO2 Emissions in the Delivery Service Industry.”

Maya F. Farah. 2020. “Handle with Care: Adoption of UVA delivery facility.”

Vichita Ractham, and Pinda Napaporn. 2020. “The Intention to Use Drone Technology in
Thailand’s Construction Industry.”

Yogi Tri Prasetyo and Hans Tanto. 2021. “Factors Affecting Customer Satisfaction and
Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its
Relation with Open Innovation.”