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…(Scopus)From Land to Sky: Understanding the Challenges and Opportunities of Drone-Driven Food Delivery in Malaysia
Associate Professor
School of Business Management Universiti Utara Malaysia
Dr
Faculty of Business and Management Science, Abderrahmane Mira University, Béjaïa 06000, Algeria
Maha Yusr
University of Nottingham Malaysia
DOI: https://doi.org/10.36956/rwae.v7i1.2460
Received: 14 July 2025; Published: 9 March 2026
Copyright © 2026 Associate Professor, Dr, Maha Yusr. Published by Nan Yang Academy of Sciences Pte. Ltd..
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract
With the ongoing industrial revolution, the innovative approaches to marketing strategies are being introduced, including the drones’ usage of online food delivery services. However, drone adoption involve into the food delivery sector remains limited and has yet to take hold in Malaysia. While drones are already utilized in various Malaysian industries—such as border security surveillance, aerial photography, and disaster relief operations, including the delivery of critical supplies during floods—the food delivery industry has not yet embraced this technology. This study seeks to prolong Technology Readiness and Acceptance Model (TRAM) by integrating delivery risk as main independent variable to better understand individual behavior toward adopting emerging technologies. Gaining deeper insights into these human factors can assist decision-makers and marketers in crafting strategies that better align with customer expectations. Specifically, two new constructs—delivery risk and generation gap—were incorporated into the model. The extended framework was empirically tested using a quantitative approach within the Malaysian context. Out of 400 questionnaires distributed, 384 valid responses were obtained. The results indicated that respondents’ views did not fully align with the hypothesized relationships concerning the two additional constructs and their influence on adoption intention, particularly regarding drone use in food delivery services.
Keywords: Adoption Intention; Food Delivery Services; Drone Technology; Drone Application; Drone Usage