Despite the rapid growth in sales of imported spirits in the Chinese market, consumers are struggling to easily buy high-quality imported spirits with favorable price. The imported spirits flash delivery applications are proposed to provide Chinese consumers with high-quality services delivered within a few hours. This study extends UTUAT2 with knowledge, risk and innovativeness to identify factors influencing Chinese consumers' use of flash delivery services for imported spirits. With the help of service providers, 315 valid questionnaires were collected and an empirical study was carried out. Findings suggest that social influence, habit, innovativeness and knowledge all have significant effects on usage. In particular, knowledge has significant moderating effects on relationships between social influence, habit, innovativeness and usage. This research is supposed to help imported spirits flash delivery providers to further expand the market, and will be of great help to the investment decisions of multinational spirits manufacturers in China.
Keywords: Flash delivery; Innovativeness; Knowledge; Risk; Spirits; UTAUT2.
© 2023 The Authors. Published by Elsevier Ltd.