Perceived risks from drone food delivery services before and after COVID-19

Abstract

Purpose

The purpose of this study was to explore if five subdimensions of perceived risk (financial, time, privacy, performance and psychological risks) negatively affects image. In addition, this study aims to investigate if image has a positive effect on intentions to use. Lastly, the purpose of this study was to examine the moderating effect of Coronavirus disease-2019 (COVID-19), before and after the outbreak, in the relationship between perceived risk and image.

Design/methodology/approach

Data were collected from 331 people before the COVID-19 outbreak and 343 people after the COVID-19 outbreak. To test hypotheses, this study used structural equation modeling.

Findings

Time, performance and psychological risks negatively affected image before the outbreak of COVID-19. Meanwhile, performance risks and psychological risks had a negative influence on image only after the outbreak of COVID-19. In addition, there was demonstrated to be a positive relationship between image and intentions to use, both before and after the COVID-19 outbreak. Finally, the outbreak of COVID-19 positively moderates the relationship between performance risk and image.

Practical implications

The current study provides the following practical implications. First, industry practitioners need to develop a performance guarantee system which enhances the quality assurance of drone food delivery services (DFDS). Second, live streaming or creative activities would help to visualize DFDS in a way that stresses the stable operation of these services.

Originality/value

The importance of contactless services has been emphasized ever since the beginning of the COVID-19 outbreak. However, there has been very little research on the future of contactless services after COVID-19. This study investigated the perceived risk from DFDS as a form of contactless service which has not been conducted before. The findings of this study will improve the understanding of the changes that have occurred in consumers’ perception of risk from DFDS during the COVID-19 pandemic.

Citation

Choe, J.Y.(J)., Kim, J.J. and Hwang, J. (2021), "Perceived risks from drone food delivery services before and after COVID-19", International Journal of Contemporary Hospitality Management, Vol. 33 No. 4, pp. 1276-1296. https://doi.org/10.1108/IJCHM-08-2020-0839