Benchmarking key drivers influencing consumer behaviour towards acceptance of drone-enabled food serving with the moderating effect of perceived innovativeness

Purpose This study aims to identify factors that influence customers’ intention to accept drone-based dine-in services, benchmarking them against traditional waiter-based serving methods. The research framework of this study has integrated the theory of planned behaviour and the consumer motivational framework to investigate customers’ attitude towards the acceptance of drone-based dine-in service. Additionally, the study benchmarks customer behaviour against traditional waiter-based service while testing the moderating effect of perceived innovativeness on the relationship between customer attitude and behavioural intention to adopt drone-enabled food serving. Design/methodology/approach The research design of this study is grounded in a quantitative research approach. This study is cross sectional and collects data through structured questionnaires. The research model was empirically tested with 217 responses retrieved from restaurant customers. Common method bias issue was tested prior to inferential analysis. Data were tested with structural equation modelling approach. Findings Inferential analysis has revealed that collectively functional motivation, hedonic motivation, cognitive motivation, social motivation, behavioural control and subjective norm explained substantial variance in measuring customers attitude to accept drone-based dine-in services. Therefore, innovativeness and attitude have explained considerable variance in determining customer intention to accept drone-based dine-in services. Moreover, results have unveiled that among all exogenous factors functional motivation has unveiled a large impact on customers’ attitude to accept drone-enabled food serving. Practical implications This study has integrated consumer motivational framework with theory of planned behaviour and hence substantially contributes to literature. Similarly, this study has conceptualized that hedonic, social, cognitive and functional motivations are key factors which positively impact customers’ attitude and intention to accept drone-based dine-in services thereby enriching behavioural literature in the drone technology context and providing an important benchmark for future research on technology enabled service innovations. Practically, this study has unveiled that functional motivation, cognitive motivation, perceived innovativeness, and subjective norms operate as strategic benchmarks for strengthening customer acceptance of drone-based dine-in services. These benchmarks guide policymakers in fostering customer acceptance of drone-based dine-in services, promoting a shift from traditional waiter service to innovative and hygienic methods. Originality/value This study is original as it has recognized factors which influence customer’s intention to accept drone-enabled food serving restaurants. This study is unique because it benchmarks the drone-enabled serving method against traditional serving practices, emphasising its innovative and hygienic advantages.