친환경 드론 음식배달 서비스 분야에서 인지적 자극의 이해 및 그 활용에 관한 연구: 의사결정나무분석을 이용하여
Understanding and utilizing cognitive triggers in the field of eco-friendly drone food delivery services: Using a decision tree analysis
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This study aims to investigate the importance of consumers' cognitive triggers in the field of eco-friendly drone food delivery services using decision tree analysis, such as battery?operated drones instead of traditional gasoline?powered motorcycles or cars for food delivery, contribute to environmental sustainability and influence consumers' behavioral changes. 354 data were collected in South Korea after respondents reviewed relevant articles and videos. Exploratory factor analysis identified five cognitive triggers: (1) ascribed responsibility, (2) biospheric values, (3) environmental concern, (4) environmental awareness, and (5) perceived effectiveness. Furthermore, decision tree analysis revealed significant gender differences in areas of (1) AR, (2) EC, (3) EA, and (4) PE. The results provide data for companies implementing eco-friendly drone food delivery services and marketing strategies.
Abstract
This study aims to investigate the importance of consumers' cognitive triggers in the field of eco-friendly drone food delivery services using decision tree analysis, such as battery?operated drones instead of traditional gasoline?powered motorcycles or cars for food delivery, contribute to environmental sustainability and influence consumers' behavioral changes. 354 data were collected in South Korea after respondents reviewed relevant articles and videos. Exploratory factor analysis identified five cognitive triggers: (1) ascribed responsibility, (2) biospheric values, (3) environmental concern, (4) environmental awareness, and (5) perceived effectiveness. Furthermore, decision tree analysis revealed significant gender differences in areas of (1) AR, (2) EC, (3) EA, and (4) PE. The results provide data for companies implementing eco-friendly drone food delivery services and marketing strategies.