Ahmad, Shakeel; Chaogai, Xue; Shah, Sayed Ki aya ; Popp, Józse ; Ace edo-Duque,
Angel
A icle
Analysing consume adop ion in en ions o d one-enabled
ood deli e y se ices: The mode a ing ole o unce ain y
a oidance
Am i ea u Economic
P o ided in Coope a ion wi h:
The Bucha es Uni e si y o Economic S udies
Sugges ed Ci a ion: Ahmad, Shakeel; Chaogai, Xue; Shah, Sayed Ki aya ; Popp, Józse ; Ace edo-
Duque, Angel (2025) : Analysing consume adop ion in en ions o d one-enabled ood deli e y
se ices: The mode a ing ole o unce ain y a oidance, Am i ea u Economic, ISSN 2247-9104, The
Bucha es Uni e si y o Economic S udies, Bucha es , Vol. 27, Iss. 69, pp. 606-624,
h ps://doi.o g/10.24818/EA/2025/69/606
This Ve sion is a ailable a :
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AE
Analysing Consume Adop ion In en ions o D one-enabled Food Deli e y
Se ices: The Mode a ing Role o Unce ain y A oidance
606 Am i ea u Economic
ANALYSING CONSUMER ADOPTION INTENTIONS
OF DRONE-ENABLED FOOD DELIVERY SERVICES:
THE MODERATING ROLE OF UNCERTAINTY AVOIDANCE
Shakeel Ahmad1, Xue Chaogai2, Sayed Ki aya Shah3,
Józse Popp4 and Angel Ace edo-Duque5
1)2)Zhengzhou Uni e si y, Henan, China
3)Shenzhen Uni e si y, Shenzhen, China
4)John on Neumann Uni e si y, Hunga y and WSB Uni e si y, Poland
6)Uni e sidad Au onoma de Chile, Public Policy Obse a o y, San iago, Chile
Please ci e his a icle as:
Ahmad, S., Chaogai, X., Shah, S.K., Popp, J. and
Ace edo-Duque, A., 2025. Analysing Consume
Adop ion In en ions o D one-Enabled Food Deli e y
Se ices: The Mode a ing Role o Unce ain y
A oidance. Am i ea u Economic, 27(69), pp. 606-624.
DOI: h ps://doi.o g/10.24818/EA/2025/69/606
A icle His o y
Recei ed: 19 Decembe 2024
Re ised: 15 Feb ua y 2025
Accep ed: 17 Ma ch 2025s
Abs ac
While d one-enabled ood deli e y con inues o gain p ominence, a no able esea ch gap
exis s in comp ehending he impac o eal-li e psychological challenges — speci ically
au onomy, compe ence, and ela edness — on consume adop ion in en ion in a ious
cul u al con ex s. This s udy explo es he iden i ied esea ch gap by analysing hese
challenges h ough he sel -de e mina ion heo y lens, employing pa ial leas squa es
s uc u al equa ion modelling o e alua e su ey esponses om 423 pa icipan s in Sou h
Ko ea and China. The esul s o ou s udy e ealed ha he au onomy p oblem has no
signi ican e ec , while he compe ency p oblem has a signi ican posi i e impac on
adop ion in en ions o d one-enabled ood deli e y se ices in bo h Sou h Ko ea and China.
The e ec o ela edness was posi i e and signi ican in China, bu nega i e and signi ican
in he Sou h Ko ean con ex . These da a also demons a ed a mode a ing impac o cul u al
dimension (unce ain y a oidance) on a ela ionship be ween hese ac o s and adop ion
in en ion, demons a ing how cul u e impac s consume adop ion beha iou . Ou esul s in
his esea ch a e one o he i s o con ex ualise basic issues by illing gaps in he cu en
li e a u e and o e ing aluable insigh s o ood se ice businesses. Ou s udy’s esul s will
also guide he o ma ion o e ec i e d one-enabled ood deli e y sys ems in di e se socie ies
by suppo ing businesses in ailo ing hei me hods o ma ch consume beha iou s.
Keywo ds: d one-enabled ood deli e y, unce ain y a oidance, au onomy, compe ence,
ela edness
JEL Classi ica ion: O33, M31, L66, L1, D81, C83
Co esponding au ho , Xue Chaogai – e-mail: [email p o ec ed]
This is an Open Access a icle dis ibu ed unde he e ms o he C ea i e Commons
A ibu ion License, which pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in
any medium, p o ided he o iginal wo k is p ope ly ci ed. © 2025 The Au ho (s).
Food Ma ke Shi s – Challenges o Food Chain Ac o s
AE
Vol. 27 • No. 69 • May 2025 607
In oduc ion
A d one is a lying ehicle capable o independen ope a ion using senso s and compu e s
(Hwang e al., 2021; Nunkoo e al., 2024). The d one manu ac u ing and se ices indus y is
alued a o e $528 million and is p ojec ed o ise signi ican ly wi h a compound annual
g ow h a e o 9.49% om 2024 o 2029 (Nunkoo e al., 2024). Nowadays, i has gained
in e es in i s use o deli e y in se e al indus ies, namely ag icul u e, en e ainmen ,
shopping, and public se ices (Nunkoo e al., 2024). Acco dingly, d one-enabled ood
deli e y (DEFD) se ices ha e appea ed as a e olu iona y o ce shaping and shi ing he
economic possibili ies and dynamics o he deli e y se ices business (Shahzad e al., 2024).
Acco ding o Nunkoo e al. (2024), DEFD se ices o e he bene i s o as e deli e y and
he abili y o each any loca ion. Fo his eason, many coun ies a e aking he bull by he
ho ns o ini ia e and se up DEFD se ices o decla e hemsel es as leade s in his new
business model o sa is y consume demands (Hwang e al., 2021). Fo example, China began
o lead he DEFD business model when Jingdong JD (a majo e-comme ce pla o m) i s
s a ed such se ices o deli e 5 o 30 kilog ams o ood packages up o 300 km in 2017
(Choe e al., 2021). Simila ly, Mei uan, ano he ood deli e y pla o m in China, began
ope a ions in 2021 using DEFD se ices ha cu en ly se e o e en housand cus ome s in
Guangdong p o ince (Shahzad e al., 2024). In he same way, he Sou h Ko ean go e nmen
also wan s o inc ease he d one ma ke o abou $70.4 million, which is now p ojec ed o
g asp $4.4 billion by 2026 (Hwang e al., 2019). Fo he i s ime in 2020, Sou h Ko ea began
a es ligh o a 3 km DEFD se ice in Sejong Ci y o espond o he g owing demand o
e icien deli e y se ices (Fly D agon D one Tech, 2024). Fi s ime, Sou h Ko ea inc eased
he inancing o d one es ing and aining om US $1.5 million in 2017 o US $3.7 million
in 2018, aiming o ele a e he capaci y and wo k o ce o d one- ela ed pe sonnel o 164.000
by 2026 (Hwang e al., 2019).
A esea ch by Hwang e al. (2019) indica es ha o e 1.500 indi iduals ge inju ies and
app oxima ely 30 indi iduals die each yea in ood deli e y inciden s, wi h o e hal o he
a ali ies occu ing among hose unde 29 yea s o age. DEFDs p o ide an al e na i e
app oach ha imp o es se ices by mi iga ing losses and educing ope a ional expenses
(Shahzad e al., 2024). Howe e , in he con ex o DEFD se ices, he e emains a pauci y o
esea ch aimed a explo ing he issues and isks ha a ec consume in en and beha iou
(Shanka e al., 2021). Fo ins ance, acco ding o he sel -de e mina ion heo y (SDT), he
in luence and sa is ac ion o h ee undamen al psychological needs – au onomy (ATP),
compe ence (CTP), and ela edness (RTP) (Deci and Ryan, 1985) – ha e ye o be explo ed.
The absence o hese p e equisi es migh gi e ise o subs an ial psychological dis ess,
dissa is ac ion, and diminished o e all pleasu e (Allen and Ande son, 2018). Pal and
A pnikanond (2024) also poin ed ou ha unsa is ac o y ATP induces men al i edness
s emming om a pe cei ed loss o con ol, while insu icien CTP and RTP diminish
cus ome us and in ensi y emo ions o social isola ion. Fu he mo e, esea che s also
highligh he ine i abili y o e alua ing consume in en ions and accep ance in di e en
geog aphical egions o ob ain an imp o ed unde s anding o cul u al di e ences in
consume beha iou (Hwang e al., 2021). These bene icial acumens will help in inducing
he design and execu ion o DEFD se ices o add ess consume wo ies and b oade
accep ance.
To add ess hese gaps, his esea ch seeks o expand ou unde s anding o he in luence o
ATP, CTP, RTP ela ed ac o s on consume adop ion in en ion (CAI), as well as he impac
AE
Analysing Consume Adop ion In en ions o D one-enabled Food Deli e y
Se ices: The Mode a ing Role o Unce ain y A oidance
608 Am i ea u Economic
o a cul u al dimension named unce ain y a oidance (UNA) wi hin he con ex o DEFD
se ices. B idging hese gaps will signi ican ly imp o e he li e a u e by inco po a ing
consume beha iou heo ies in DEFD se ices and will also gi e aluable in o ma ion o
ood deli e y indus y specialis s, allowing o a be e unde s anding o consume conce ns
and a i udes owa ds DEFD se ices. Knowing he consume ’s psychological pe spec i es
in he DEFD con ex will u he help se ice p o ide s c ea e use - iendly and emo ionally
engaging se ices ha can inc ease us and sa is ac ion.
Fu he mo e, his s udy is o ganised in he ollowing s yle. The second pa summa ises he
heo e ical backg ound and p oposes hypo heses. Simila ly, he hi d sec ion desc ibes he
s udy me hodology and esul s. The esul s discussion and implica ions a e p o ided in he
ou h sec ion, while he inal sec ion p o ides conclusions, limi a ions, and oppo uni ies o
u he s udy.
1. Theo e ical backg ound and hypo heses de elopmen
1.1. Theo e ical backg ound
The ad an ages o employing DEFD and o he cu ing-edge echnologies can be analysed
om mul iple pe spec i es. On he one hand, hese inno a ions will elimina e haza dous
occupa ions, allowing people o be ee om physically demanding, mono onous, ou ine and
edious asks (Shahzad e al., 2024). Recen ad ancemen s in obo ics and d one echnologies
hold he p omise o enhancing wo kplace inclusi i y and sa e y (Kwanya, 2023; Lukić
Nikolić, 2024). The e o e, hese au onomous sel -se ices a e conside ed mo e elian han
con en ional se ices. On he o he side, hese inno a i e echnologies os e eelings o
isola ion and loneliness by educing human in ol emen in legi ima e social in e ac ion (Pal
and A pnikanond , 2024; Lukić Nikolić, 2024). The e o e, empi ical s udies, such as hose
by Lin e al. (2020), Pal and A pnikanond (2024), Zhu e al. (2024), and Hong and Ahn
(2023), illus a e he ex ensi e applica ion and signi icance o he psychological dimensions
o SDT ac oss many echnological con ex s. The ul ilmen o hese needs can enhance
sa is ac ion, engagemen , and mo i a ion (Yuan e al., 2024b).
Fo his eason, ou empi ical esea ch in eg a es sel -de e mina ion heo y (SDT), p o iding
a de ailed amewo k o in e p e ing consume psychology and beha iou by de ining eal-
wo ld issues in o au onomy (ATP), compe ence (CTP), and ela edness (RTP) (Deci and
Ryan, 2013). ATP ela es o an impulse o sel - eliance and con ol, which may be
comp omised when consume s con on limi ed choices o complex p ocedu es linked o
echnology o se ices (Guay, 2022). Simila ly, an indi idual’s pe cei ed echnological
esiliency and op imism in hei compe ence and desi e o use and us echnology may
signi ican ly in luence hei sense o CTP and RTP (Ahn and Back, 2019). All hese p oblems
e eal un esol ed psychological demands ha subs an ially a ec indi idual well-being and
sa is ac ion (Allen and Ande son, 2018). On he con a y, when hese basic equi emen s a e
hinde ed, people’s con idence, abili y o wi hs and se backs, and pe cep ion a e all nega i ely
a ec ed (She man and Cohen, 2006).
Mo eo e , Ho s ede’s unce ain y a oidance (UNA) highligh s he ex en o which
indi iduals ejec ambigui y and ince i ude and hei p e e ence o a s uc u ed en i onmen
and clea ly de ined objec i es (Ho s ede, 1984). While all six o Ho s ede’s cul u al
dimensions o e aluable insigh s in o cus ome beha iou , p omp ed a mo e ocused
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 609
examina ion o UNA wi hin his s udy. Indi iduals who signi ican ly o e look unce ain y
equen ly op o es ablished and eliable app oaches. Fo ins ance, a cul u e highly p one o
UNA can accen ua e he pe cei ed isks and in ensi y consume dis us and opposi ion (Van
e al., 2021; Escandon-Ba bosa e al., 2021). On he o he hand, people li ing in lowe UNA
cul u al sys ems end o be mo e open and lexible he eby coun e ac ing an ad e se impac
on behal o hese psychological needs o accep ance. In compa ison o o he cul u al
dimensions, China and Sou h Ko ea demons a e dis inc le els o unce ain y a oidance.
Consequen ly, he deg ee o com o indi iduals expe ience ega ding he inhe en isks and
unp edic abili y o he echnology will la gely in luence hei willingness o adop DEFD
se ices. This highligh ed he need o align ailo ed echnology wi h nuanced cul u al
dis inc ions o add ess consume mindse s and beha iou s ega ding eme ging echnologies
e ec i ely (Escandon-Ba bosa e al., 2021).
1.2. Hypo heses de elopmen
Acco ding o he Sel -De e mina ion Theo y, eal-wo ld p oblems may be ca ego ised in o
h ee ypes (Deci and Ryan, 1985). The ini ial kind o au onomy (ATP) ela ed p oblem
pe ains o he deg ee o which pe sons may expe ience coe cion o engage in ce ain ac ions
wi h signi ican ly es ic ed ee choice (Pal and A pnikanond , 2024). Inc eased ATP may
diminish pu chase and adop ion in en ion by unde mining us and pe cei ed con enience
(Guay, 2022). Ou s udy posi s ha indi iduals wi h lowe anxie y le els a e mo e likely o
accep au onomous DEFD solu ions due o hei educed an icipa ion o nega i e ou comes.
This occu s due o hei excessi e conce n and an icipa ion o disas ous ou comes
(Hamil on, 1959). The in oduc ion o DEFD, like any eme ging echnology, in ol es a le el
o unce ain y ha encompasses aspec s o ope a ional eliabili y and adhe ence o egula o y
s anda ds. Resea ch indica es ha unce ain y ypically igge s anxie y and esul s in
app ehension (Gu e al., 2020). As a esul , inc easingly anxious cus ome s a e less inclined
o u ilise DEFD due o app ehensions ega ding po en ial issues, including deli e y e o s,
p i acy in ingemen s, o e en acciden s. We also belie e ha consume s demons a e a
highe p ospec o engagemen when DEFD se ice sys ems allow o s aigh o wa d
changes o deli e y pa ame e s, he eby main aining hei sense o con ol. When consume s
pe cei e a lack o con ol o e he deli e y p ocess – whe he ega ding iming, speci ic d op-
o loca ions, o he capaci y o make pos -o de adjus men s – hey may expe ience
discom o wi h adop ing and pu chasing DEFD se ices. Acco dingly, we hypo hesise:
H1. Au onomy p oblem posi i ely in luences consume adop ion in en ions o use DEFD
se ices.
The second ca ego y o discon en a ises om compe ence- ela ed p oblems (CTP). An
indi idual’s pe cep ion o CTP is ealised upon achie ing accomplishmen s, such as ask
comple ion, goal ul ilmen , o iumph (Ma ela and Riekki, 2018). CTP deno es a sense o
mas e y and e ec i eness in one’s endea ou s. Rega ding he issue o compe ence, we
con end ha anxie y will exace ba e he genuine us a ions expe ienced by indi iduals
u ilising DEFD se ices wi hin a cul u e ha p io i ises unce ain y a oidance. In adi ional
ood deli e y sys ems, deli e y pe sonnel encoun e challenges including a ic conges ion,
ime cons ain s, and po en ial mis ea men by employe s. These ac o s can esul in e o s,
delays, and a de e io a ion in se ice quali y. O e ime, hese issues can diminish he
pe sonal epu a ion o he deli e y pe sonnel and induce anxie y (Doby and Caplan, 1995).
Fu he mo e, clien s may encoun e dissa is ac ion s emming om a iable se ice quali y,
delayed deli e ies, o miscommunica ion, which can in ensi y hei conce ns.
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Analysing Consume Adop ion In en ions o D one-enabled Food Deli e y
Se ices: The Mode a ing Role o Unce ain y A oidance
610 Am i ea u Economic
In con en ional ood deli e y me hods, challenges such as a ic conges ion, human e o ,
and deli e y bias can lead o inconsis en se ice quali y. These challenges a e a sou ce o
us a ion and anxie y o bo h deli e y pe sonnel and cus ome s, highligh ing he need o
a mo e eliable solu ion. A lack o ul ilmen will lead o CTP issues, causing he indi idual
o ques ion hei skills (Ma ela and Riekki, 2018; Hong and Ahn, 2023). Ele a ing he CTP
p oblem may diminish con idence in he se ice, esul ing in inc eased adop ion in en ions
(Pal and A pnikanond , 2024), howe e , he ul ilmen o his p oblem will lead o he
adop ion o hese se ices. Acco dingly, we hypo hesise:
H2. The compe ency p oblem posi i ely in luences consume adop ion in en ions o use
DEFD se ices.
The hi d ype o us a ion impac ing DEFD uses is he issue o ela edness (RTP), which
indica es ha an indi idual pe cei es connec ions wi h o he s, expe iences ca ing
ela ionships, and eels a sense o belonging wi hin a communi y (Henz, 2022; Pal and
A pnikanond , 2024). Fu he mo e, he aspec o RTP p esen s social ad an ages, which can
se e as a signi ican sou ce o in insic mo i a ion (Pal and A pnikanond , 2024). In he
con ex o his s udy, consume s may exp ess conce ns ha u ilising d one deli e y could
c ea e he imp ession o being impe sonal o de ached om con en ional shopping me hods.
Addi ionally, he e may be app ehensions ega ding he po en ial dis up ion d ones could
cause wi hin hei neighbou hood en i onmen . Es ablishing a socially accep able pe cep ion
o d one deli e y – by po aying i as en i onmen ally sus ainable o communi y- ocused –
can mi iga e his dange (Shahzad e al., 2024). Ele a ed RTP isks may epel socially
conce ned use s, diminishing hei p opensi y o u ilise he se ice. The e o e, we
hypo hesise:
H3. Rela edness p oblems posi i ely in luence consume adop ion in en ions o use DEFD
se ices.
1.3. Unce ain y a oidance as a mode a o
Recen cul u al s udies ha e examined pandemics, na ional cul u e, luxu y b ands, business,
ou ism, and sus ainabili y in he con ex o inno a ions (Escandon-Ba bosa e al., 2021).
Howe e , his esea ch is he inaugu al in es iga ion ocusing on Ho s ede’s Unce ain y
A oidance (UNA) aspec as a mode a o in analysing he in luence o ATP, CTP, and RTP
ac o s on he buying in en ion o DEFD se ices. Ho s ede’s UNA aspec s examine cul u al
esponses o unce ain y as well as ulne abili y (Me kin, 2006). This componen is necessa y
o examining c oss-cul u al dispa i ies since i elucida es how socie y eac s o a ious
unce ain y (Wang, 2021). Fo example, coun ies wi h high UNA index, such as Sou h Ko ea
(85 h), endea ou o mi iga e unce ain y ia he implemen a ion o obus legal amewo ks.
These cul u es adop a ca e ul app oach o inno a ion, p io i ising p edic abili y, isk
managemen , and eassu ance while cul i a ing us and con idence. Al e na i ely, socie ies
cha ac e ised by low UNA, such as China, which is anked 30, demons a e a signi ican
ole ance o ambigui y and isk. These cul u es demons a e a signi ican le el o
adap abili y and a eadiness o emb ace inno a ion. In his ype o socie y, indi iduals o en
exhibi an ea ly adop e men ali y and demons a e he willingness o emb ace he po en ial
ad an ages o inno a ion, p io i ising hem o e he associa ed isks. Enhanced emo ional
connec ions and social us can help b idge psychological di ides and acili a e adop ion
beha iou (Pal and A pnikanond , 2024). Acco ding o ou empi ical esea ch, he UNA
componen will u n challenges in o oppo uni ies, os e us , and assis in aising DEFD
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 611
se ice con idence and sa is ac ion. The e o e, o ganisa ions can success ully add ess
consume conce ns and inc ease adop ion a es in di e en ma ke s by cus omising s a egies
based on cul u al en i onmen s. In esponse, we p opose he ollowing ou hypo heses:
H4a. Consume unce ain y a oidance can posi i ely mode a e he ela ionship be ween he
consume au onomy p oblem and he adop ion in en ion o DEFD se ices.
H4b: Consume unce ain y a oidance can adop ion mode a e he ela ionship be ween
consume compe ency and he adop ion in en ion o DEFD se ices.
H4c: Consume unce ain y a oidance can posi i ely mode a e he ela ionship be ween he
ela edness and he adop ion in en ion o DEFD se ices.
2. Me hodology
This s udy u ilised a quan i a i e su ey me hod o in es iga e consume adop ion in en ions
ega ding DEFD se ices in China and Sou h Ko ea. Ou ocus was exclusi ely on
o ganisa ions in Shenzhen and Sejong ci ies due o hei signi icance as a cen e o high- ech
sma ci ies in China and Sou h Ko ea (To e al., 2021; Um and Chung, 2021). All measu ing
i ems included in his s udy a e de i ed om p io esea ch such as (Li in e al., 2004;
Escandon-Ba bosa e al., 2021; Pal and A pnikanond , 2024) and ha e been signi ican ly
changed o mee cu en s udy equi emen s. The h ee ca ego ies o eal-wo ld issues
(au onomy p oblem, compe ence p oblem, and ela edness p oblem), unce ain y a oidance,
and adop ion in en ions a e assessed using a i e-poin Like scale, om 1 (s ongly
disag ee) o 5 (s ongly ag ee).
Gi en ha we modi ied he syn ax o he ques ions, we decided o check he con en and ace
alidi y o he i ems be o e conduc ing he main su ey. To de e mine con en legi imacy,
we alked o wo expe s wi h o e six yea s o expe ience in managemen in o ma ion
sys ems and business analy ics. Following he con en alidi y assessmen , we examined he
ins umen ’s ace alidi y wi h ou PhD candida es specialising in in o ma ion sys ems and
use expe ience. They assessed each i em based on o e all eadabili y, cla i y, and
comp ehensibili y, esul ing in changes o he ex o bo h i ems.
Ul ima ely, we conduc ed a pilo es wi h a limi ed sample o 30 esponden s (15 om China
and 15 om Sou h Ko ea) o assess he eliabili y o he i ems included in he ques ionnai e.
All cons uc s achie ed a e age a iance explained (AVE) alues o e 0.5 and C onbach’s
alpha (α) alues su passing 0.7, demons a ing he app op ia eness o he i ems o he cu en
con ex (Shah e al., 2024).
A o al o 550 ques ionnai es we e dissemina ed o he esponden s. In he ini ial phase, we
collec ed 373 esponses om a ious g oups. The sample size has been iden i ied as equi ing
enhancemen . Consequen ly, we solici ed inpu om indi iduals who had ye o pa icipa e
in he ini ial phase. The ques ionnai e included a en ion-check ques ions along wi h a modes
mone a y incen i e. The ollow-up enabled he collec ion o u he esponses, culmina ing
in a o al o 450 inal esponses. We ho oughly e iewed all he esponses and emo ed hose
ha equi ed addi ional essen ial in o ma ion o we e incomple e and ul ima ely e ained a
inal sample o 423 (204 Sou h Ko ea, 219 China). Based on ou p oposed model o ha ing
i e a iables, he sample size adhe ed o he ecommenda ions o Kline (2023) and Shah e
al. (2025), who said ha a minimum o 100-150 samples is equisi e o conduc ing a
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612 Am i ea u Economic
s uc u al equa ion modelling (SEM) echnique. The sample om Sou h Ko ea included 204
esponden s, comp ising 66.34% male and 33.65% emale pa icipan s. The ange o ages
indica ed ha 42.30% o indi iduals we e aged 18-30, 29.80% we e in he 31-40 age ange,
and 27.88% we e be ween he ages o 41-55. In e ms o educa ional a ainmen , 50.96% o
he indi iduals had a bachelo ’s deg ee, 29.80% had a mas e ’s deg ee, and 19.23%
comple ed p ima y educa ion. Rega ding he u ilisa ion o DEFD se ices, 67.31% we e non-
use s, while 32.69% engaged wi h i in some capaci y. Simila ly, he sample om China
included 219 esponden s, p ima ily male (61.7%), wi h he majo i y aged 20-30 yea s
(44.68%), ollowed by hose aged 31-40 yea s (33.33%), and 41-55 yea s (21.98%). The da a
on educa ion le els indica es ha a signi ican majo i y possess a bachelo ’s deg ee
(64.53%), while 26.24% ha e a ained a highe , and 9.21% ha e comple ed p ima y
educa ion. Fu he mo e, 38.29% we e iden i ied as se ice use s, whe eas 61.71% we e
classi ied as non-use s.
3. Resul s analysis
3.1. Measu emen model
The p oposed model unde wen e alua ion u ilising he PLS-SEM echnique. We began by
pe o ming sc eening and p elimina y s a is ical es s, which included equency analysis,
desc ip i e s a is ics, common me hod bias assessmen , and mul icollinea i y e alua ion. The
mean alues (2.3-4.1, 2.7-4.2), s anda d de ia ion (0.77-1.1, 0.65-1.06), a iance in la ion
ac o (1.03-2.69, 1.14-2.05), o he a iables demons a e ha he e a e no abno mali ies
p esen in ou da ase . We analysed he i ems’ c oss-ou e loading (OL) o de e mine i each
ques ion demons a ed adequa e a ia ion in he a iable. I is ad isable ha an i em, whe he
singula o in combina ion, o a speci ic a iable should achie e a minimum loading o 0.70
(Yuan e al., 2024a). We pe o med con i ma o y ac o analysis (CFA) and a iance in la ion
ac o (VIF) analysis o assess he model’s alidi y and eliabili y and ou indings in able no.
1 alida e all es ablished s anda ds (Yuan e al., 2024a). The esul s demons a e ha all VIF
alues a e below he h eshold o VIF ≤ 3.3 which con i ms he absence o such issues in he
da a (Hai and Alame , 2022, Shah e al., 2023). The minimum s anda d o es ablishing
con e gen alidi y is 50% (Hai e al., 2017), and has been achie ed in able no. 2. Mo eo e ,
disc iminan alidi y signi ies ha he i ems exhibi dis inc dis inc ions wi hin he speci ic
a iable. Based on (Shah e al., 2025) s udy, alues beyond 70% indica e p onounced and
subs an ial ola ili y in he a iable. The esul s indica e ha all a iables exhibi posi i e
alues, he eby a i ming he a ainmen o disc iminan alidi y. Composi e eliabili y
indica es he dependabili y o i ems and hei accu a e in e p e a ions o he pa icula a iable.
HTMT has been in oduced as a new me hod o e alua ing disc iminan alidi y in business
and psychology (Yuan e al., 2024b). HTMT sco es ha all below 0.90 con i m he model’s
alidi y and indica e he achie emen o disc iminan alidi y. The esul s indica e ha a
su icien le el o HTMT has been achie ed, as illus a ed in able no. 3.
3.2. S uc u al model
To es he hypo heses o he s udy, we pe o med a s uc u al model in Sma PLS using a
boo s apping me hod o 5000 esampling, which p o ides ini ial suppo and an idea o he
di ec ional ela ionship among he a iables (Hai e al., 2017). Looking a ou esul s (as
shown in Table no. 4 and igu e no. 1), we ound ha , in coun ies wi h a low and high le el
o UNA such as Sou h Ko ea and China, hypo hesis 1 ela ed o ATP was ound insigni ican
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 613
(β = 0.080; p > 0.614, β = -0.134; p > 0.110) espec i ely. Rega ding hypo hesis 2, in low
and high UNA cul u e, he CTP has a posi i e and signi ican (β = 0.609; p < 0.00, β = 0.155;
p < 0.00) impac on adop ion in en ions (CAI), while in e ms o RTP in H3, his ela ionship
is nega i ely signi ican (β = -0.245; p < 0.00) o high and insigni ican (β = 0.015;
p < 0.387) o low le el o UNA cul u e. In e ms o mode a ion (as shown in able no. 4 and
igu e no. 2), he H4a hypo hesis was ound insigni ican (β = -0.035; p < 00.589), H4b was
ound posi i ely signi ican (β = 0.125; p < 0.010) and H4c was ound nega i ely signi ican
(β = -0.141; p < 0.038) in Sou h Ko ean con ex , while H4a (0.169; p < 0.005) was ound
posi i ely signi ican , H4b (β = -0.147; p < 0.001) was ound nega i ely signi ican and H4c
was ound insigni ican (β = -0.050; p < 0.182) in China con ex . These esul s p o ide an
in e es ing base o he discussions below:
Table no. 1. VIF, mean, s anda d de ia ion, ou e leadings alues
Sou h Ko ea
China
I ems
VIF
M
SD
OL
VIF
M
SD
OL
ATP1: I eel eedom and a sense o
choice when engaging in DEFD
se ice.
1.915
2.878
0.908
0.802
1.719
2.982
1.018
0.755
ATP2: I eel s essed du ing DEFD
se ice.
1.393
3.756
0.989
0.842
1.193
3.866
0.818
0.824
ATP3: DEFD se ice o e s me wi h
exci ing op ions.
1.555
2.458
0.951
0.81
1.581
2.821
1.062
0.724
ATP4: The e is li le possibili y o
me o de e mine how o u ilise he
DEFD se ice.
1.428
2.374
0.968
0.796
1.727
2.750
1.039
0.719
CTP1: I hink I am p e y good a
DEFD se ice.
1.699
3.191
0.926
0.79
1.353
3.339
0.872
0.747
CTP2: In compa ison o o he s, I did
well a DEFD se ices.
1.242
4.145
0.773
0.712
1.208
4.232
0.654
0.818
CTP3: I el compe en a e o de ing
a DEFD.
1.827
3.046
1.033
0.815
1.292
3.411
0.95
0.716
CTP4: I couldn’ do e y well on
DEFD se ice.
1.41
3.198
1.115
0.721
0
0
0
0
RTP1: I enjoy a a ie y o ood
op ions a DEFD.
1.428
3.702
0.826
0.68
1.658
3.875
0.825
0.796
RTP2: I eel close o es au an s
h ough DEFD.
1.885
3.298
0.871
0.856
1.76
3.375
1.021
0.851
RTP3: My iends a DEFD p o ide
me wi h assis ance.
2.077
2.847
0.912
0.781
1.891
3.821
0.924
0.772
RTP4: I expe ience a signi ican
sense o disconnec ion in he absence
o DEFD se ice.
1.959
3.206
0.986
0.794
1.84
3.866
0.955
0.77
CAI1: I in end o adop DEFD
se ices.
1.032
3.672
1.08
0.899
2.501
3.964
0.918
0.864
CAI2: I will o en use he DEFD
se ice in he u u e.
1.655
3.756
0.989
0.945
1.904
4.232
0.818
0.916
CAI3: I plan o adop using he
DEFD se ice.
1.71
3.809
0.958
0.938
1.385
3.964
0.79
0.949
CAI4: I would like o use DEFD as
much as possible.
1.721
4.145
0.773
0.756
1.941
2.821
0.654
0.814
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Analysing Consume Adop ion In en ions o D one-enabled Food Deli e y
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620 Am i ea u Economic
signi ican ly be ween de eloped and de eloping egions. The e o e, we sugges ha u u e
s udies ga he da a om addi ional egions. O he cul u al dimensions a e also highligh ed as
signi ican mode a o s in accep ing echnology-media ed se ices. Fu u e s udies a e
ecommended o conside demog aphic cha ac e is ics when explaining consume beha iou .
Secondly, ou indings ega ding consume beha iou owa d DEFD se ices may e ol e.
Consequen ly, u u e esea ch should examine consume beha iou ega ding DEFD se ices
ha inco po a e he la es inno a ions. Thi dly, we emphasise ha while SDT o e s a
aluable pa adigm o unde s anding in insic and ex insic mo i a ions, se e al ac o s
beyond RTP and ATP in luence he ac ual adop ion o DEFD. The adop ion p ocess may be
signi ican ly a ec ed by ac o s such as pe cei ed isk, con enience, and o he cul u al
alues, hence diminishing he e ec size o hese pa icula SDT ea u es. Mo eo e ,
consume s ha e ye o ully pe cei e hei abili y o sa is y he equi emen o RTP (pe sonal
con ac ) o ATP (p ocess con ol); he e o e, u u e s udies should conside hese ac o s.
Las ly, his s udy simul aneously assessed independen and dependen a iables, which may
esul in common me hod bias. The e o e, o assess independen and dependen a iables, i
is ad isable o ga he da a o e a pe iod o ime.
Funding and acknowledgemen s
This wo k is suppo ed by he Humani ies and Social Science Resea ch P ojec s o he
Minis y o Educa ion (No. 23YJC630090, 19YJA630096).
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