Drone delivery services are novelty concepts to most people in emerging market economies. To gain competitive advantages, retailers in emerging market need to be proactive in understanding the key factors contributing to the acceptance of last-mile drone delivery services by general users. This study offers personal and social perspectives of the adoption of drone delivery services by Thai users. A total of 391 respondents participated in an online survey. The PLS-SEM method was used to perform the data analysis. The analysis results show that personal innovativeness and opinion passions are antecedents for Thai users’ perceived ease of use. However, these two antecedents do not affect Thai users’ perceived usefulness for drone delivery services. In addition, perceived privacy risk has a negative moderating effect on the relationship between PEOU and the adoption of drone delivery services. In contrast, Thai users’ perceived privacy risk has no significant moderating effect on the relationship between PU and the intention to adopt drone delivery services. Lastly, PEOU has a significant positive effect on the intention of users to adopt drone delivery services, whereas PU does not have any significant effect. These findings provide theoretical and practical implications on the moderating effect of perceived privacy risks on the relationships between perceptions and the intention to adopt the last-mile drone delivery service.

Purpose: Variations in customer expectations pose a challenge to service quality improvement in the airline industry. Understanding airline customers' expectations and satisfaction help service providers improve their offerings. The extant literature examines airline passengers' expectations in isolation, neglecting the overall impact of online reviews on service quality improvement. This paper systematically evaluates the airline industry's passengers' expectations and satisfaction using expectation confirmation theory (ECT) and the SERVQUAL framework. The paper analyzes online reviews to examine the relationship between airline service quality attributes and passengers' satisfaction.Design/methodology/approach: The SERVQUAL framework was employed to examine the effects of customer culture, the reason for traveling, and seat type on customer's expectations and satisfaction across a large sample of airline customers.Findings: A total of 17,726 observations were gathered from the Skytrax review website. The lowest satisfaction ratings were from passengers from the USA, Canada and India. Factors that affect perceived service performance include customer service, delays and baggage management. Empathy and reliability have the biggest impact on the perceived satisfaction of passengers.Research limitations/implications: This research increases understanding of the consumer expectations through analysis of passengers' online reviews. Results are limited to a small sample of airline industries.Practical implications: This study provides airlines with valuable information to improve customer service by analyzing online reviews.Social implications: This study provides the opportunity for airline customers to gain better services when airline companies utilize the findings.Originality/value: This paper offers insights into passengers' expectations and their perceived value for money in relation to seat types. Previous studies have not investigated value for money as a construct for passengers' expectations and satisfaction relative to service quality dimensions. This paper addresses this need.

The human–computer interaction (HCI) for mobile applications is becoming increasingly important as mobile applications have become an integral part of everyday life. Mobile app developers need to continuously improve the users’ experience to fulfill their conditions, which in turn, can trigger the purchase decision. Trust is another important factor, driving users to adopt mobile apps and use them to make online purchases. However, mobile app developers constantly face the dilemma between user trust and HCI experiences. This study’s primary purpose is to investigate the HCI and trust factors for the continued use of mobile payment apps and their services. Based on the human–computer interaction, task–technology fit, and IS success theories, an integrative framework is proposed to examine the relationships between continuance intention and its antecedents. An online survey was conducted to collect data from 544 mobile users. The results of the analyses indicate that trust plays a more significant role than HCI in increasing the users’ continuance usage of mobile payment services. As for improving HCI experiences for users, this study shows that system quality plays the most important role, followed by the skill of using mobile payment services and the perceived task–technology fit (TTF) for using the services. Information quality does not significantly impact the enhancement of positive HCI experiences. The results provide insights for the developers of mobile payment services to improve the user experience.

Since early 2020, the COVID-19 pandemic has had a devastating impact on global tourism. Vaccine tourism is a novel health tourism concept, which provides an opportunity for countries with a vaccine surplus to offer medical tourism packages to entice international tourists from countries with vaccine shortages to visit for sightseeing and receive vaccine inoculations. Understanding the factors that influence people to adopt vaccine tourism is one of the strategies that could boost a country’s tourism sector and help to revive the local economy. This study aims to examine the factors influencing the intention to adopt and recommend COVID-19 vaccine tourism among young travelers. A total of 179 questionnaire surveys were collected from traveling-related social media outlets. Partial least squares structural equation modeling (PLS-SEM) was performed to analyze the data. The results indicate that young tourists in Thailand are inclined to promote vaccine tourism to others. Price value appears to be the most significant influencing factor on intentions to both adopt and recommend vaccine tourism. Additionally, trust in the foreign healthcare system was positively associated with young travelers’ intention to recommend vaccine tourism to others. Theoretically, this research adds to the medical tourism literature, suggesting that, while trust is an important factor influencing the medical tourism decision, it appears to be insignificant in the context of vaccine tourism.