Abstract
The research by Badu-Baiden, Chiu, Hagan, and Hodibert unpacks the emotional, social, and psychological puzzle behind consumer acceptance of drone food delivery in Ghana. Using complexity theory and fsQCA, the study shows multiple adoption paths. Motivation, emotion, perceived risk, and social influence shape intention and willingness to pay. Positive emotions and usefulness drive interest, while privacy concerns and negative feelings hinder it. Trust and cultural context matter deeply.
Original Article
Badu-Baiden, F., Chiu, W., Hagan, E., & Hodibert, V. A. (2025). Unmanned deliveries: A complexity theory approach to understand consumer acceptance and intention in drone food delivery in Africa. International Journal of Hospitality Management, 130, 104234.
Recommended Citation
Badu-Baiden, Frank; Chiu, Weisheng; Hagan, Eudora; and Hodibert, Victor Anderson
(2026)
"Sky-High Expectations: How Drones and Emotions are Reshaping Food Delivery in Africa,"
Rosen Research Review: Vol. 6:
Iss.
1, Article 3.
Available at:
https://stars.library.ucf.edu/rosen-research-review/vol6/iss1/3
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