Abstract

The objective of this study was to examine why drone delivery is another tech idea not ready to take off. Qualitative methods, which involved inductive, exploratory and interpretivism approaches, were used in this conceptual study. The inductive approach was used to generate propositions based on secondary data obtained from journal articles, authorized website contents, and books. On the other hand, exploratory and interpretivism approaches were used to undertake in-depth analysis and to have a complete description and understanding of the factors that shape consumers’ behavioural intentions to use drone food delivery services, respectively. Based on research findings and news related to consumers’ behavioural intentions to use drone delivery services, conceptual frameworks have been proposed to show the four main independent variables, which are functions, hedonic motivation, cognition, and social factors, that affect the dependent variable, which is behavioural intentions of consumers to use drone for food delivery services. Overall, factors that were hindering consumers’ behavioural intentions to use drone food delivery services were consumers’ unfamiliarity and negative perceptions toward drone delivery in that it is unregulated, dangerous, risky, lack of quantified risk assessments, intimidating, related to military and defence, and lengthy in the process to obtain authority’s permission to operate food delivery services by drones. Nevertheless, they may be influenced to use drone delivery if their friends and family were using it.

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