... consumption context of restaurants has, however, not kept pace with market reality. This study aims to examine how product involvement, knowledge, opinion leadership-seeking, risk perception, information processing and their interactions affect consumption of CB by consumers in the situational context...

... people die each year due to delivery accidents, but drone delivery can reduce such casualties (Asia Economy, 2017). Further, product involvement refers to consumers’ enduring perceptions about the importance of the product based on their inherent needs, values and interests (De Wulf et al...

.... Second, this study also shows that product involvement plays as a moderating role in the paths between hedonic value and customer satisfaction. Research limitations/implications Study findings may help researchers understand the roles of hedonic and utilitarian values and their impacts...