Unraveling influence of perceived service quality of drone delivery service on behavioral intentions

Abstract

With the development of drone technology, drone delivery services are gradually being commercialized; however, the service still faces challenges such as immature technology, insufficient publicity, and public concerns about privacy issues. This study aims to identify the key factors affecting consumers’ intention to use drone delivery services and propose improvement strategies to promote the widespread adoption of drone delivery services. Through an online survey of Seoul residents, this survey collected 491 valid questionnaires, examining various characteristics such as gender, age, and online shopping behaviors. By using hybrid generalized ordered logit model, this study analyzed the relationship between individual characteristics, perceived service quality, and usage intention. The findings reveal that eight perceived service qualities have varying degrees of influence on usage intention. Delivery time, noise and privacy are key factors for ’high intent’ consumers, while functionality, safety from infection and delivery time are top factors for ’medium intent’ consumers. In addition, males, those under 40, and those with higher levels of education show a stronger intention to use. Enterprises should enhance the visibility of drone delivery services, optimize service quality, and offer customized services tailored to different groups. Simultaneously, the government should strengthen its focus on data security and legal standards. This study provides both theoretical insights and practical recommendations for the future development of drone delivery services.