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Keywords = self-driving food delivery services

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17 pages, 1181 KiB  
Article
Do Consumers’ Perceived Attributes and Normative Factors Affect Acceptance Behavior Towards Eco-Friendly Self-Driving Food Delivery Services? The Moderating Role of Country Development Status
by Kyuhyeon Joo, Heather Markham Kim and Jinsoo Hwang
Sustainability 2024, 16(22), 9918; https://doi.org/10.3390/su16229918 - 14 Nov 2024
Viewed by 205
Abstract
The advent of self-driving technology marks a significant milestone in the evolution of modern transportation and logistics services. More importantly, self-driving food delivery services are expected to play a significant role in environmental protection by operating on batteries instead of the traditional gasoline. [...] Read more.
The advent of self-driving technology marks a significant milestone in the evolution of modern transportation and logistics services. More importantly, self-driving food delivery services are expected to play a significant role in environmental protection by operating on batteries instead of the traditional gasoline. The current study examines the relationship between perceived attributes, image, normative factors, and behavioral intentions in the context of eco-friendly self-driving food delivery services. The study deepens the framework by identifying the moderating role of country development status. The study gathered samples from 313 panels in South Korea, a developed country, and 315 respondents in Mongolia, a developing country. The results of the South Korean dataset showed that two types of perceived attributes, perceived innovativeness and perceived risk significantly affect image, which in turn leads to the formation of behavioral intentions. Normative factors, such as subjective norms and personal norms, also positively affect behavioral intentions, and subjective norms increase personal norms. The results of the Mongolian dataset indicated that all paths are statistically supported. Lastly, the moderating role of the country development status was found in the relationship between (1) perceived innovativeness and perceived risk, (2) subjective norms and personal norms, and (3) subjective norms and behavioral intentions. Full article
(This article belongs to the Special Issue Sustainable Consumption and Circular Economy)
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Figure 1

Figure 1
<p>Proposed conceptual model. Notes: H = Hypothesis, the normal arrows present the hypotheses regarding causal relationships, and the bold arrows present the hypotheses regarding moderating effects.</p>
Full article ">Figure 2
<p>Standardized theoretical path coefficients. Notes: NFI = Normed fit index, CFI = Comparative fit index, TLI = Tucker–Lewis index, RMSEA = Root mean square error of approximation. Unmarked values are for Korean consumers, underlined values are for Mongolian consumers, and * <span class="html-italic">p</span> &lt; 0.05.</p>
Full article ">Figure A1
<p>Screenshots from the video. Source: Lucchetti [<a href="#B108-sustainability-16-09918" class="html-bibr">108</a>].</p>
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