| Summary: | Since drone delivery service started in Iceland in 2017, various business organizations have considered the adoption of the technology. This study examines critical factors that are pertinent to the adoption of drone delivery services by end users. Based on the theoretical foundations such as social networking, marketing, and technology, this study examined the relationships among opinion passing, personal innovativeness, perceived ease of use, and perceived usefulness and their effect on the decision to adopt drone delivery services, and among these factors. The findings of this study show that perceived usefulness had the strongest impact on behavioral intention, followed by personal innovativeness. Opinion passing and perceived ease of use, however, were found to have no effect on behavioral intention. In addition, personal innovativeness played a significant role in increasing opinion passing, followed by behavioral intention and perceived usefulness. Lastly, perceived ease of use had a direct influence on perceived usefulness, but not behavioral intention. Academic and practical implications are drawn from these findings to conclude the study.
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