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Assessment of Social Transmission of Food Preferences Behaviors
Published on: January 25, 2018
How to Form Behavioral Intentions in the Field of Drone Food Delivery Services: The Moderating Role of the COVID-19
Jinsoo Hwang1, Dohyung Kim2, Jinkyung Jenny Kim3
1The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea.
Abstract:
This study was designed to identify the significance of drone food delivery services using the moderating role of the outbreak of COVID-19. More specifically, this study proposed that there is a positive relationship between the overall image and the desire. Additionally, it was hypothesized that the desire helps to enhance two types of behavioral intentions, which included word-of-mouth intentions and the willingness to pay more. Lastly, the moderating role of the outbreak of COVID-19 was proposed during this process. Six hypotheses were tested that used 335 samples before the outbreak of COVID-19, and 343 samples were used after the outbreak of COVID-19 in South Korea. The data analysis results indicated that the overall image has a positive influence on the desire, which in turn positively affects the word-of-mouth intentions and the willingness to pay more. Furthermore, this study identified the important moderating role of the outbreak of COVID-19 in the relationship between the desire and the word-of-mouth intentions.
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