The Importance of Product Attributes in the Context of Self-Driving Food Delivery Services: Evidence from South Korea and Mongolia

The aim of this study is to investigate the importance of the product attributes of self-driving food delivery services in South Korea and Mongolia. The survey was conducted with 313 respondents from South Korea and 311 from Mongolia. First, the results for the exploratory factor analysis showed that the three concepts, which include perceived innovativeness, perceived risk, and word-of-mouth, have a high level of validity and reliability. Second, the measurement items for perceived innovativeness showed statistically significant differences in both South Korea and Mongolia, whereas two measurement items for perceived risk showed statistically significant differences. Finally, perceived innovativeness and perceived risk had a significant impact on word-of-mouth in both countries.