The Effect of Hedonic Motivation on Attitude Towards Drone Delivery: The Mediating Role of Word of Mouth Communication

Abstract

Drones, which are expected to be widely used in the future to deliver products to final consumers, have advantages such as faster and cost-effective delivery and being more environmentally friendly than fossil fuel-powered vehicles. The aim of this study is to investigate the effects of hedonic motivation towards drones on word-of-mouth communication and on consumers' attitudes towards using drones in product distribution. In addition, it is to investigate the mediating role of word of mouth communication in the relationship between hedonic motivation and attitude. The sample of the study consists of 350 people living in Turkey. The sample of the study was reached by an online survey and snowball sampling method. In the analysis of the obtained data, simple linear regression analysis was used for direct effects and process macro was used for indirect effects. According to the results, hedonic motivation towards drones has a direct positive effect on word of mouth communication and on attitude towards drone use. In addition, hedonic motivation towards drones has an indirect and positive effect on the attitude towards drone use through word-of-mouth communication. Another result is that word of mouth communication has a direct positive effect on the attitude towards drone use. It is very important to create or increase hedonic motivation in consumers for companies that will make distribution with drones in the future.