Merging the norm activation model and the theory of planned behavior in the context of drone food delivery services: Does the level of product knowledge really matter?

By Jinkyung Jenny Kim, Jinsoo Hwang. 2020

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Abstract This study attempted to merge two theories, which included the norm activation model (NAM) and the theory of planned behavior (TPB), in order to explain eco-friendly behavioral intention formation in the context of drone food delivery services. In addition, this study deepened the theoretical framework by considering the moderating role of product knowledge about the pro-environmental role of the drone-based food delivery services. Sixteen hypotheses were tested using a total of 401 samples collected in Korea. The data analysis results indicated that all hypotheses within the model that merged the NAM and the TPB were statistically supported. Furthermore, product knowledge played a moderating role in the relationship between (1) ascribed responsibility and personal norm, (2) attitudes and behavioral intentions, and (3) subjective norm and personal norm.

Subfields: Applied Psychology, Management, Monitoring, Policy and Law, Marketing

View Paper: https://www.semanticscholar.org/paper/d550755d73f6374287c881dcbf3b93768ca1efcc