Consumer Behaviors Of Drone Delivery

Drone delivery was first introduced to the world by Amazon’s CEO Jeff Bezos on a 60 minutes episode. With the evolution of e-commerce and B2C delivery, Bezos had thought of a way to reduce the shipping time in an emerging market. He claimed that Amazon could deliver the product to the consumer quicker and more efficiently. Major players would follow suit by creating their own drone delivery service such as: DHL, Google, Dominos and UPS. This paper will focus on consumers’ perspectives of the future of drone delivery and analyze their willingness to adopt the service. An anonymous survey was conducted to see if there were consistent groupings of people that had similar viewpoints about drone delivery. The survey questions were based on a literature review regarding risks/insurance issues for commercial flight of drones and the diffusion of innovation theory. A cluster analysis, using SAS software, resulted in 4 groups of people that were compared to the 5 groups from Roger’s Adopter Category theory. The results suggested that almost 50% of the respondents would utilize a drone delivery service. That’s a significant increase given the fact that most if not all of them have never utilized or even seen a drone delivery service.