Applying the push-pull-mooring model to drone-based food last-mile delivery services

Abstract

This study explores factors influencing consumer switching intention from traditional to drone-based food last-mile delivery services in Vietnam, using the Push-Pull-Mooring (PPM) model. A quantitative survey was conducted with 649 respondents. Structural equation modeling (SEM) was used to examine the relationships among push, pull, mooring, and TPB factors. The findings show that consumers’ switching intention is primarily shaped by their attitudes and subjective norms. Specifically, the pull factors, including perceived relative advantage, technophilia, expected ease of use, expected usefulness, alternative attractiveness, and green image, play a central role in influencing attitudes toward switching to drone-based delivery. These provide actionable insights for service providers by emphasizing environmental benefits, ease of use, and reduced switching barriers, thereby supporting efforts to promote drone adoption and contributing to a deeper understanding of sustainable consumer behavior in emerging markets. Research purpose: Our study aims to apply the Push Pull Mooring (PPM) model to examine the factors that drive, attract, and inhibit Vietnamese consumers’ intention to shift from traditional food delivery methods to drone-based last-mile services. By doing so, this study provides insights and implications for service providers, policymakers, or technology developers seeking to implement drone delivery systems in emerging markets like Vietnam. Research motivation: Although the food delivery in Vietnam is now growing rapidly, it still struggles with congestion, inefficiency, and emissions. Drone- based delivery offers potential to deal with those problems, but customer acceptance remains uncertain, especially since the behavioural insights in emerging markets are limited. These are the reasons These are the reasons motivating this research to explore the underlying psychological and contextual factors that influence consumer readiness for drone-based food delivery, aiming to provide evidence for developing more sustainable and innovative last-mile solutions. Research design, approach, and method: A quantitative cross-sectional survey using convenience sampling was administered to collect empirical data with 649 valid responses in Ho Chi Minh City. Were retained for analysis. A pilot test with 20 participants was conducted to ensure clarity and reliability of the questionnaire. The measurement and structural models were assessed using reliability tests, validity evaluation, and structural equation modeling to evaluate the proposed hypotheses. Main findings: Integrating the Push - Pull - Mooring (PPM) framework with the Theory of Planned Behavior (TPB), the study explains consumers’ switching intentions toward drone-based food delivery. It reveals that the consumers’ switching intentions and their attitude are significantly shaped by push and pull factors, while mooring factors limit and moderate these relationships. Based on external structural and internal psychological drivers, the study provides a comprehensive model, which can deepen understanding of technology adoption and consumer behavior in emerging delivery innovations. Practical/managerial implications: The study provides practical insights for drone service providers, logistics firms, and policymakers to promote drone-based food delivery in urban Vietnam. The study suggests that reducing dissatisfaction with traditional delivery (push factors) and emphasizing technological, environmental, and convenience advantages (pull factors) are essential to make an impact on consumer switching. Solving perceived barriers (mooring factors) through trial programs, education, and supportive regulations can help to enhance public trust and accelerate adoption