Factors Affecting Positive Word-of-Mouth Communication Intention for Drone-Based Delivery Service in Retailing


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Dülek B., Çelik Z.

Akademik Yaklaşımlar Dergisi , vol.13, no.1, pp.40-55, 2022 (Peer-Reviewed Journal)

  • Publication Type: Article / Article
  • Volume: 13 Issue: 1
  • Publication Date: 2022
  • Doi Number: 10.54688/ayd.1105843
  • Journal Name: Akademik Yaklaşımlar Dergisi
  • Journal Indexes: TR DİZİN (ULAKBİM)
  • Page Numbers: pp.40-55

Abstract

Drones, which have recently grown in popularity and provide endless potential in a variety of fields, are a useful commercial tool in addition to being a fun hobby. This study aimed to analyse the direct effects of perceived trust, perceived speed, and problem awareness on positive word-of-mouth communication intention for drone-based delivery services. In addition, the effect of drone-based delivery service on positive word-of-mouth communication intention and whether consumers' positive word-of-mouth communication intentions for drone-based delivery service differ significantly by gender and generation were also analysed. The online survey method was used to reach 433 people for the study. Many different statistical analyses were used to analyse the obtained data. As a result of the study, it was concluded that the positive effect of the drone-based delivery service on positive word-of-mouth communication intention was significant. It has also been concluded that perceived trust, perceived speed, and problem awareness have direct significant and positive effects on positive word of mouth communication intention for drone-based delivery services. However, no significant difference was found in consumers' positive word-of-mouth communication intentions by gender and generation. The results of the study were discussed, and suggestions were made.