Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB

UM > Faculty of Business Administration > DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT

Status	已發表Published
	Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB
	Choe, J.Y.J; Kim, J.J; Hwang, J.S
	2021
Source Publication	Journal of Travel & Tourism Marketing
ISSN	1540-7306
Pages	16-30
Abstract	This study merged the technology acceptance model (TAM) with the theory of planned behavior (TPB) to examine how to form behavioral intentions in the context of drone food delivery services. The results of data analysis showed that all six hypotheses within the model that merged the TAM and the TPB were statistically supported. In addition, product innovativeness moderated the relationship between the subjective norm and behavioral intentions. In the latter part of this study, implications for the food service industry as well as implications for the tourism industry were presented.
Keyword	Drone food delivery services technology acceptance model theory of planned behavior product innovativeness
Language	英語English
The Source to Article	PB_Publication
PUB ID	60039
Document Type	Journal article
Collection	DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding Author	Hwang, J.S
Recommended Citation GB/T 7714	Choe, J.Y.J,Kim, J.J,Hwang, J.S. Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB[J]. Journal of Travel & Tourism Marketing, 2021, 16-30.
APA	Choe, J.Y.J., Kim, J.J., & Hwang, J.S (2021). Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB. Journal of Travel & Tourism Marketing, 16-30.
MLA	Choe, J.Y.J,et al."Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB".Journal of Travel & Tourism Marketing (2021):16-30.

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