Unmanned deliveries: A complexity theory approach to understand consumer acceptance and intention in drone food delivery in Africa

Drawing from complexity theory, this study explored the dynamic interplay of factors influencing consumer behavior in using drone food delivery services in Africa. It seeks to uncover the complex configurations driving consumers’ intention to use and willingness to pay more. This study utilized fuzzy-set qualitative comparative analysis (fsQCA) to examine data gathered from 411 respondents via online surveys in Ghana. The analysis identifies causal patterns among motivational, volitional, emotional, and perceived risk factors. Our findings revealed multiple pathways to high consumer intention and willingness, highlighting the importance of perceived usefulness, positive attitudes, and anticipated positive emotions alongside varying influences of subjective norms and ease of use. On the other hand, negative emotions and risk perceptions emerge as significant deterrents, emphasizing the non-linear nature of consumer behavior. This study expands the Technology Acceptance Model by integrating emotional and social dimensions, demonstrating equifinality in consumer behavior. It provides insights for service providers in emerging markets to enhance engagement and address risk perceptions, facilitating the adoption of drone technology in food delivery.