드론 음식배달 서비스로 전환의도를 가진 잠재 소비자에 관한 연구 : 기존 음식배달서비스의 지각된 위험을 중심으로

As the number of smartphone users increases, the emergence of mobile delivery applications using O2O services has played a significant role in the growth of food delivery. However, currently, food delivery service has various risk factors, so a new food delivery service is required. In the era of the Fourth Industrial Revolution, drones are getting a lot of attention from the food service industry. Therefore, this study was designed to examine how to form switching intention to drone food delivery services. More specifically, the current study proposed that the three sub-dimensions of perceived risk including psychological, economical, and product risks significantly affect dissatisfaction with the current food delivery method. In addition, it was hypothesized that dissatisfaction aids enhance switching intention to drone food delivery services. In order to achieve the purpose of study, a theoretical research model including four hypotheses was developed. The model was assessed based on 388 samples which were collected in Korea. The data analysis results showed psychological, economical, and product risks have a positive influence on dissatisfaction. In addition, dissatisfaction played an important role in the formation of switching intention to drone food delivery services. Based on the data analysis results of this study, theoretical and practical implications are discussed later in the paper.