Exploring intention to drone food delivery: A unified model of UTAUT2, risk and consumer innovativeness

Abstract

As drone food delivery (DFD) emerges as a promising application of drone technology, understanding public acceptance is essential to ensure its successful adoption and implementation. Existing research has not adequately explored how multidimensional theoretical frameworks collectively influence DFD adoption, particularly the interactions between individual characteristics. This study proposes an integrated model UTAUT2-SOR that combines the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2), the concept of Stimulus-Organism-Response (SOR) paradigm, and demographic variables to examine factors influencing individuals’ intention to adopt DFD services. Using survey data collected from 1800 residents in Shanghai, a Multiple Indicators Multiple Causes (MIMIC) modeling approach is employed to assess both latent psychological constructs and their demographic antecedents. The results reveal two distinct pathways shaping adoption intention. In the utilitarian route, social influence and performance expectancy emerge as key determinants, complemented by contactless delivery habits, price value, hedonic motivation, and facilitating conditions. In the emotion-related evaluative route, innovativeness traits and psychological risk influence intention indirectly through attitude. Income also exerts a meaningful demographic effect, with higher-income groups showing stronger adoption intentions. This study demonstrates how utilitarian and emotion-related constructs collectively form intention in early-stage autonomous delivery contexts. Policy and marketing implications are discussed to support responsible deployment and enhance public acceptance of DFD services.