Exploring the Existence of Moderated Mediation of Attitudes Between Privacy Risk and the Intention to Use Drone Delivery Services

초록

Drone delivery services have attracted increasing interest in the retail business market. Drone delivery services have both positive and negative aspects considering privacy risk and eco-friendliness. Given these points, this work investigates the relationships between privacy risk, attitudes, and the intention to use. This work also explores the moderating effects of gender and the eco-friendliness of drone delivery services using stakeholder theory as a theoretical underpinning. This research thus used a survey as an instrument. This work recruited survey participants through the Clickworker platform service. The number of observations was 409. To test the research hypotheses, this study used Hayes Process Macro Model 7. The results revealed that privacy risk negatively affects attitudes. Additionally, the results revealed that attitude is positively associated with the intention to use. Plus, this research revealed the significant moderating effects of gender and eco-friendliness on the impact of privacy risk on attitude. This research contributes to the literature by documenting market information for drone delivery services. Additionally, the managerial implications of this work are presented.

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