Research On The Antecedents Of Barriers To The User Adoption Of Logistics Drone Food Delivery Services

With the popularization of information technology and the explosion of demand in the food retail market,drone food delivery has emerged to meet the needs of people’s diverse and personalized consumption.Especially in 2020,COVID-19 swept the world,drone delivery is on the rise,which can not only complete the delivery of high timeliness and complex terrain,but also reduce the ground traffic accidents of distributors,with the advantages of high efficiency,high safety,and low cost,which can effectively solve the bottleneck of the last mile of logistics delivery.However,there are still many constraints to the full application of drone food delivery services,and consumers’ choice of drone food delivery services is affected by various resistances.To scientifically guide consumers to use drone food delivery services and help the development and promotion of drone technology in the take-out industry,this thesis focuses on the antecedents of barriers to the adoption of drone food delivery services,and further understand how different barriers help in framing consumers’ resistance toward drone food delivery,to provide theoretical guidance for consumers to successfully adopt drone food delivery services.This study takes Aristotle’s three modes of persuasion theory as the framework,divides the barriers of drone food delivery services into three modes,namely,rational barriers,emotional barriers,and credibility barriers,introduces relevant variables in the innovation resistance theory,perceived value theory,and trust theory to three modes,and introduces legal and regulatory barriers as the antecedent variables of the model by combining the characteristics of drone food delivery services.The dependent variable is resistance to drone food delivery services.A nationwide questionnaire survey was conducted to collect 347 valid sample data for the empirical study,and the quality of the data was evaluated through reliability and validity tests,and the structural model was tested by Smart PLS 4.0 software.This study combined multi-group analysis to explore the differences in resistance to drone food delivery services across different paths by gender group and region group.The research findings indicate that(1)Usage barriers,hedonic barriers,risk barriers,traditional barriers,trust barriers,legal and regulatory barriers,and value barriers are all important variables affecting the adoption resistance of drone food delivery services;especially,usage barriers and hedonic barriers have the strongest positive influence,while image barriers do not have a significant influence on the adoption resistance of drone food delivery services.(2)Multi-group analysis found that female consumers’ hedonic barriers had a significantly greater impact on the adoption resistance of drone food delivery services than males;males had a significantly greater impact on the adoption resistance of drone food delivery services than females in usage barriers;(3)Compared with urban consumers,rural consumers’ trust barriers had a greater impact on the adoption resistance of drone food delivery services.This study innovatively identifies key impediments from the lens of innovation resistance to the adoption of drone food delivery services,provides insight into the differences in consumer behavior by gender and region group.This study further provides strategies and suggestions for the marketing of drone food delivery services by food service companies,demand-side technology iteration by drone manufacturers,and the improvement and construction of "last-mile" logistics service quality in the food delivery market.