Innovation of food delivery: Acceptance of drone use among consumers in Peru based on TAM and BRT

This study examines the factors influencing consumer adoption of drone-based food delivery services, making a significant contribution to the literature by being the first to integrate the Technology Acceptance Model (TAM) and the Behavioral Reasoning Theory (BRT) to analyze consumers' intentions to use drone food delivery services. A correlational research design was employed, with data obtained from 259 consumers in Peru. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the hypothesized relationships between perceived benefits, subjective norms, perceived behavioral control, perceived ease of use, and adoption intention. The results indicate that perceived benefits, subjective norms, and perceived behavioral control have a positive and significant effect on adoption intention, while perceived ease of use had no significant effect on attitude. These findings suggest that consumers prioritize efficiency, social influence, and control over usability concerns. The application of PLS-SEM enabled an analysis of the relationships between constructs, thereby ensuring the validity and reliability of the model. The bootstrapping technique confirmed the statistical significance of the paths, reinforcing the theoretical contributions of the study. Businesses should emphasize the advantages of drone-based delivery while leveraging social validation strategies.