Impact of co-creation process and motivations in traveler approach intention for AI-drone taxi in South Korea: a mixed-method extending behavioral reasoning theory

Urban air mobility (UAM) taxis that are powered by AI have drawn both academic and industrial attention, but a small amount of research examined the co-creation and motivation to explain the formation of tourist approach intentions in regard to using drone AI taxis. By employing both qualitative and quantitative approaches, this study aims to fill this research gap by identifying 10 motivational dimensions, incorporating the co-creation process, and the motivational factors that are mentioned above into the framework of the behavioral reasoning theory (BRT). The study results revealed that the co-creation process significantly influenced perceived value, which further contributes to attitude/social norm and approach intentions. Moreover, value also has an indirect influence on attitude through two motivational mediators, which include reasons for/against behavior. The study results overall provide insights to both theoretical researchers and industrial practitioners.