Consumers’ Intention to Use Drone Food Delivery Service: Belief-Desire-Intention Model and Big Five Personality Traits Approach

Delivery accidents, pollution, and deaths in Malaysia have highlighted the need for safer alternatives like drone food delivery services (DFDS). However, the impact of consumers’ personality traits on their intention to use DFDS is not well understood. This study uses the belief-desire-intention (BDI) model, and the big five personalities (BFP) to explain behavioral intention towards DFDS and proposes desire as a mediator. It contributes to the existing literature by providing insights into the effect of personality traits on desire and intention towards DFDS. This study has the potential to inform managers’ strategies for developing DFDS and aid the Malaysian government in encouraging adoption to reduce air pollution and food delivery accidents.