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Johnny Chamata

University of South Australia, Centre for Change and Complexity in Learning, Post-Doc

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PhD in Business, Research Fellow at University of South Australia

Researching advanced technology adoption and management in education and coaching postgraduate students and businessmen.

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Jonathan Winterton

Michael Friedewald

Sakarya University

Margarita Kefalaki

Communication Institute of Greece

Aristotle University of Thessaloniki

Battistelli Sonia

Ntalakas Andreas

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Papers by Johnny Chamata

Factors Influencing the Acceptance of Civil Drones: Exploratory Research

Drone technology carries several techno-economic promises, however, research on its adoption is s... more Drone technology carries several techno-economic promises, however, research on its adoption is still unstructured and underdeveloped. The literature, for the most part, does not provide the theoretical foundations necessary for the advancement of civil drone research; nor does it predict its use. Thus, we have employed exploratory research methods using secondary data to investigate core and contextual elements necessary for predicting the use of civil drones. Findings revealed relationships among contextual variables, beliefs, attitudes, and purchasing intention; which constitute an inductive model, we believe can predict drone use. Based on the findings, we discuss similarities with and discrepancies with other models based on behavioral and risk theories. The research concludes with recommendations for future research to replicate this study in different contexts and fertilize the proposed model with technology acceptance theory and methods.

Public Acceptance of Drones: Critical Literature Review and Research Agenda

The technological and economic potential of civil drones is substantial. Few studies have address... more The technological and economic potential of civil drones is substantial. Few studies have addressed their adoption, despite worries about their usage in national airspace. Current research, as evidenced by a survey of the relevant literature, lacks theoretical and methodological heft and is poorly organized. In this study, we propose an integrative method that aims to combine the risk theory and, more often, no theory used in the research on civil drones with the theory often used in marketing studies. As a result of this huge void in the literature, we make suggestions based on current marketing theory and research techniques. We do this by conducting a comprehensive literature study and analysis of behavioral and risk theories. We analyze the data, and then demonstrate how behavioral theory outperforms risk theory at predicting civil drone users' actions. At the end of the study, a list of potential follow-up questions and methods is provided.

Public Acceptance of Drones: Critical Literature Review and Research Agenda

The technological and economic potential of civil drones is substantial. Few studies have address... more The technological and economic potential of civil drones is substantial. Few studies have addressed their adoption, despite worries about their usage in national airspace. Current research, as evidenced by a survey of the relevant literature, lacks theoretical and methodological heft and is poorly organized. In this study, we propose an integrative method that aims to combine the risk theory and, more often, no theory used in the research on civil drones with the theory often used in marketing studies. As a result of this huge void in the literature, we make suggestions based on current marketing theory and research techniques. We do this by conducting a comprehensive literature study and analysis of behavioral and risk theories. We analyze the data, and then demonstrate how behavioral theory outperforms risk theory at predicting civil drone users' actions. At the end of the study, a list of potential follow-up questions and methods is provided.

A Conceptual Framework for the Acceptance of Drones

The International Technology Management Review, 2018

The literature on the public acceptance of unmanned aircraft, aka drones, is scarce and undevelop... more The literature on the public acceptance of unmanned aircraft, aka drones, is scarce and undeveloped. This is evident in the absence of theoretical and methodological substantiality in existing research. This research paper suggests a conceptual model for predicting the public acceptance of unmanned aircraft. This was accomplished by systematically reviewing previous literature on the public acceptance of genetically modified food and nuclear energy. Results of the review revealed that behavioral models such as TRA and TAM, when include concepts from risk theory, can provide the desired model. The model consists of five constructs namely: intention to purchase/use, attitudes towards using, perceived benefit, perceived risk, and perceived control. Future research is required to further develop the proposed model relevant for the context of drones' acceptance.

The Commercial Use of Drones in U.S. National Parks

The International Technology Management Review, 2017

Convergence of the Unmanned Aerial Industry

Theoretical Economics Letters, 2017

Factors Delaying the Adoption of Civil Drones: A Primitive Framework

The International Technology Management Review, 2017

A Conceptual Framework for the Acceptance of Drones

The literature on the public acceptance of unmanned aircraft, aka drones, is scarce and undevelop... more The literature on the public acceptance of unmanned aircraft, aka drones, is scarce and undeveloped. This is evident in the absence of theoretical and methodological substantiality in existing research. This research paper suggests a conceptual model for predicting the public acceptance of unmanned aircraft. This was accomplished by systematically reviewing previous literature on the public acceptance of genetically modified food and nuclear energy. Results of the review revealed that behavioral models such as TRA and TAM, when include concepts from risk theory, can provide the desired model. The model consists of five constructs namely: intention to purchase/use, attitudes towards using, perceived benefit, perceived risk, and perceived control. Future research is required to further develop the proposed model relevant for the context of drones' acceptance.

The Malaysian Opinion about Unmanned Aerial Technology

by Johnny Chamata and Sharul Bin Dol

Several technologies have been introduced over the years, among which most recently is the unmann... more Several technologies have been introduced over the years, among which most recently is the unmanned aerial technology (e.g. UAVs; aka drones). A technology which is highly useful in hundreds of applications (e.g. search and rescue, fire-fighting, oil and gas exploration) however has created controversy because of several associated technical, social and legal issues. Technical dysfunctionality is evident through many records of drone crashes around the world less often though leading to injuries or damage of property. The mal-functionality though does not mean drones do not enjoy super capabilities allowing them to fly over inaccessible areas which humans cannot reach. This being perceived as useful in many cases (e.g. search and rescue, fire-fighting), when e other hand, existing regulations mostly adapt from those of commercially piloted aircraft which are argued to not be suitable for regulating drone flights. At other times, attempts of regulatory bodies to formulate drone-specific regulations are resulting in laws that are immature enough for a broad drone integration and well-developed regulations by prominent aviation organizations (e.g. FAA) seem to be taking too long. This situation all combined is worsening the social feeling about the technology and consequently slowing down its wide adoption internationally and more specifically in Malaysia. The author of this research hence addresses the various societal perceptions about unmanned aircraft in the Malaysian context considering several psycho-demographic factors suspected as potential causes for slow adoption. Preliminary research results, though unsatisfactory to draw final conclusions yet, show that the Malaysian public while perceives the technology as risky equally acknowledges its potential benefits.

The Commercial Use of Drones in U.S. National Parks

by Johnny Chamata and Lisa King

Motivated by current reports showing potential socioeconomic benefits, this research investigated... more Motivated by current reports showing potential socioeconomic benefits, this research investigated the use of civil drones in national parks and discussed the implications of this use, taking the United States as an example. Relying on literature about concessions in national parks, we have discussed several historical, conceptual, and legal aspects of concessions. In addition, the paper discusses the concerns of several stakeholders including the parks' management and visitors about privacy and safety. Research findings show that establishing various concession ideas in national parks is profitable and will contribute to increasing the revenues of tourism sector as well as to job creation. The research also shows that the ideas are relatively safe, and should not raise any concerns about using drones in national parks, especially when our recommendations are followed. Research limitations and future research recommendations are discussed at the end of paper.

Factors Delaying the Adoption of Civil Drones: A Primitive Framework

The literature on the acceptance or adoption of unmanned aircraft, aka civil drones, is scarce an... more The literature on the acceptance or adoption of unmanned aircraft, aka civil drones, is scarce and underdeveloped. The majority of literature discusses several social concerns, whereas only little research promotes economic concerns. Additionally, the literature does not consider existing technology acceptance theory, but arbitrarily investigates the acceptance of several applications. This research discusses both social and economic concerns and establishes for a conceptual framework for predicting the public acceptance of drones. The conceptual framework considers the contemporary issues (i.e. social and economic concerns) and is based on risk theory. It proposes that the perception of risk associated with the use of drones influence the public acceptance of the technology. Social and economic concerns, in turn, are proposed as constituents of perceived risk. The proposed model establishes for further theoretical development and empirical assessment in pursue of deeper explanation of the factors which influence public acceptance. The research concludes with stating limitations and proposing recommendations for future research.

On the adoption of civil drones: A note for entrepreneurs and policy makers

Unmanned aircraft technology forms the paradox of a capable yet disabled technology. This accurat... more Unmanned aircraft technology forms the paradox of a capable yet disabled technology. This accurately describes the status of the diffusion of unmanned aerial systems into markets and societies. Several efforts are being made to accelerate the adoption of unmanned aircraft, the progress is not up to the expectation yet though. While the reasons behind this slow diffusion is somehow not clearly stated in literature, it seems that connecting some dots may yield a more vibrant feeling. This research investigates the issues delaying the diffusion of unmanned aerial technology from a socioeconomic perspective and proposes a framework believed to be useful for entrepreneurs and policy makers for the advancement of the industry.

Industry Convergence: The Case of Unmanned Aerial Systems

Industry convergencethe merger of previously unrelated industriesis a model that has had a strong... more Industry convergencethe merger of previously unrelated industriesis a model that has had a strong influence on various industries and received substantial attention among practitioners over the past years. Despite this, industry convergence has received little attention in the field of unmanned aircraft. This research paper investigates the degree to which the unmanned air vehicle sector represents an example of industry convergence. Convergence theory is discussed in the light of empirical evidence from the unmanned aerial systems (UAS) industry.

Factors influencing the Adoption of Unmanned Aerial Technology in Malaysia: Preliminary Results

by Johnny Chamata and Jonathan Winterton

Several technologies have been introduced over the years, among which most recently is the unmann... more Several technologies have been introduced over the years, among which most recently is the unmanned aerial technology (e.g. drones). A technology which is highly useful in hundreds of applications (e.g. search and rescue, fire-fighting, oil and gas exploration), however has created controversy because of several associated technical and legal issues. Drones enjoy super capabilities as they are able to fly at different angles over areas which humans cannot reach. Though drones are perceived as useful in numerous cases, they also cause public privacy concerns when associated with unethical behavior.To add, drones are also prone to different dysfunctionalities (e.g. absence of sense-and-avoid and fallback technologies) which are evident through many records of drone crashes around the world, leading to injuries or damage of property. Hence, the reliability of these devices and their implications on public safety are the main concerns. Flight regulations, in turn, are not helping to lessen these concerns. Existing regulations are mostly adapted from commercially piloted aircraft which are argued not to be suitable for regulating drone flights. At other times, attempts of regulatory bodies to formulate drone-specific regulations are resulting in laws that are immature for broad drone integration; and well-developed regulations by prominent aviation organizations (e.g. FAA) seem to be taking too long. Despite successful examples of flight regulations (e.g. Canada and Australia), societal perceptions still seem to be influenced by existing concerns which consequently affectthe adoption of unmanned aerial technology. Research in different places has shown an open-yet-conservative acceptance for unmanned aerial technology, but there isno report ofthe status in Malaysia. Thus, this research aims to investigate the adoption of unmanned aerial technology in Malaysia byexploring several factors necessary for technology acceptance and consequently, proposing a technology adoption model. The research adopts mixed-methods techniques as shown in the distribution of semi-structured questionnaires for data collection. Findings show that Malaysian citizens need to have a certain degree of acceptance towardsunmanned aircraft and to perceive them as (almost) equally risky and useful. Several psycho-demographic factors were tested and proven to influence the acceptance of unmanned aerial technology in Malaysia.

Convergence of the Unmanned Aerial Industry

Industry convergence—the merger of previously unrelated industries—is a model that has had a stro... more Industry convergence—the merger of previously unrelated industries—is a model that has had a strong influence on various industries and received substantial attention among practitioners over the past years. Despite this, industry convergence has received little attention in the field of unmanned aircraft. As the unmanned aircraft industry is still in the infancy stage, exploring the industrial status may contribute to the technology's body of knowledge and may be useful for entrepreneurial decision making. Thus, this research paper investigates the degree to which the unmanned aerial vehicle sector represents an example of industry convergence and predicts the consequences built upon it. The investigation is based on the convergence theory and evidence from the unmanned aerial systems industry is provided to support theoretical foundations. Conclusions show that unmanned aerial technology is converged to an undefined extent and the author calls for further related empirical research .

Factors Influencing the Acceptance of Civil Drones: Exploratory Research

Drone technology carries several techno-economic promises, however, research on its adoption is s... more Drone technology carries several techno-economic promises, however, research on its adoption is still unstructured and underdeveloped. The literature, for the most part, does not provide the theoretical foundations necessary for the advancement of civil drone research; nor does it predict its use. Thus, we have employed exploratory research methods using secondary data to investigate core and contextual elements necessary for predicting the use of civil drones. Findings revealed relationships among contextual variables, beliefs, attitudes, and purchasing intention; which constitute an inductive model, we believe can predict drone use. Based on the findings, we discuss similarities with and discrepancies with other models based on behavioral and risk theories. The research concludes with recommendations for future research to replicate this study in different contexts and fertilize the proposed model with technology acceptance theory and methods.

Public Acceptance of Drones: Critical Literature Review and Research Agenda

The technological and economic potential of civil drones is substantial. Few studies have address... more The technological and economic potential of civil drones is substantial. Few studies have addressed their adoption, despite worries about their usage in national airspace. Current research, as evidenced by a survey of the relevant literature, lacks theoretical and methodological heft and is poorly organized. In this study, we propose an integrative method that aims to combine the risk theory and, more often, no theory used in the research on civil drones with the theory often used in marketing studies. As a result of this huge void in the literature, we make suggestions based on current marketing theory and research techniques. We do this by conducting a comprehensive literature study and analysis of behavioral and risk theories. We analyze the data, and then demonstrate how behavioral theory outperforms risk theory at predicting civil drone users' actions. At the end of the study, a list of potential follow-up questions and methods is provided.

Public Acceptance of Drones: Critical Literature Review and Research Agenda

The technological and economic potential of civil drones is substantial. Few studies have address... more The technological and economic potential of civil drones is substantial. Few studies have addressed their adoption, despite worries about their usage in national airspace. Current research, as evidenced by a survey of the relevant literature, lacks theoretical and methodological heft and is poorly organized. In this study, we propose an integrative method that aims to combine the risk theory and, more often, no theory used in the research on civil drones with the theory often used in marketing studies. As a result of this huge void in the literature, we make suggestions based on current marketing theory and research techniques. We do this by conducting a comprehensive literature study and analysis of behavioral and risk theories. We analyze the data, and then demonstrate how behavioral theory outperforms risk theory at predicting civil drone users' actions. At the end of the study, a list of potential follow-up questions and methods is provided.

A Conceptual Framework for the Acceptance of Drones

The International Technology Management Review, 2018

The literature on the public acceptance of unmanned aircraft, aka drones, is scarce and undevelop... more The literature on the public acceptance of unmanned aircraft, aka drones, is scarce and undeveloped. This is evident in the absence of theoretical and methodological substantiality in existing research. This research paper suggests a conceptual model for predicting the public acceptance of unmanned aircraft. This was accomplished by systematically reviewing previous literature on the public acceptance of genetically modified food and nuclear energy. Results of the review revealed that behavioral models such as TRA and TAM, when include concepts from risk theory, can provide the desired model. The model consists of five constructs namely: intention to purchase/use, attitudes towards using, perceived benefit, perceived risk, and perceived control. Future research is required to further develop the proposed model relevant for the context of drones' acceptance.

The Commercial Use of Drones in U.S. National Parks

The International Technology Management Review, 2017

Convergence of the Unmanned Aerial Industry

Theoretical Economics Letters, 2017

Factors Delaying the Adoption of Civil Drones: A Primitive Framework

The International Technology Management Review, 2017

A Conceptual Framework for the Acceptance of Drones

The literature on the public acceptance of unmanned aircraft, aka drones, is scarce and undevelop... more The literature on the public acceptance of unmanned aircraft, aka drones, is scarce and undeveloped. This is evident in the absence of theoretical and methodological substantiality in existing research. This research paper suggests a conceptual model for predicting the public acceptance of unmanned aircraft. This was accomplished by systematically reviewing previous literature on the public acceptance of genetically modified food and nuclear energy. Results of the review revealed that behavioral models such as TRA and TAM, when include concepts from risk theory, can provide the desired model. The model consists of five constructs namely: intention to purchase/use, attitudes towards using, perceived benefit, perceived risk, and perceived control. Future research is required to further develop the proposed model relevant for the context of drones' acceptance.

The Malaysian Opinion about Unmanned Aerial Technology

by Johnny Chamata and Sharul Bin Dol

Several technologies have been introduced over the years, among which most recently is the unmann... more Several technologies have been introduced over the years, among which most recently is the unmanned aerial technology (e.g. UAVs; aka drones). A technology which is highly useful in hundreds of applications (e.g. search and rescue, fire-fighting, oil and gas exploration) however has created controversy because of several associated technical, social and legal issues. Technical dysfunctionality is evident through many records of drone crashes around the world less often though leading to injuries or damage of property. The mal-functionality though does not mean drones do not enjoy super capabilities allowing them to fly over inaccessible areas which humans cannot reach. This being perceived as useful in many cases (e.g. search and rescue, fire-fighting), when e other hand, existing regulations mostly adapt from those of commercially piloted aircraft which are argued to not be suitable for regulating drone flights. At other times, attempts of regulatory bodies to formulate drone-specific regulations are resulting in laws that are immature enough for a broad drone integration and well-developed regulations by prominent aviation organizations (e.g. FAA) seem to be taking too long. This situation all combined is worsening the social feeling about the technology and consequently slowing down its wide adoption internationally and more specifically in Malaysia. The author of this research hence addresses the various societal perceptions about unmanned aircraft in the Malaysian context considering several psycho-demographic factors suspected as potential causes for slow adoption. Preliminary research results, though unsatisfactory to draw final conclusions yet, show that the Malaysian public while perceives the technology as risky equally acknowledges its potential benefits.

The Commercial Use of Drones in U.S. National Parks

by Johnny Chamata and Lisa King

Motivated by current reports showing potential socioeconomic benefits, this research investigated... more Motivated by current reports showing potential socioeconomic benefits, this research investigated the use of civil drones in national parks and discussed the implications of this use, taking the United States as an example. Relying on literature about concessions in national parks, we have discussed several historical, conceptual, and legal aspects of concessions. In addition, the paper discusses the concerns of several stakeholders including the parks' management and visitors about privacy and safety. Research findings show that establishing various concession ideas in national parks is profitable and will contribute to increasing the revenues of tourism sector as well as to job creation. The research also shows that the ideas are relatively safe, and should not raise any concerns about using drones in national parks, especially when our recommendations are followed. Research limitations and future research recommendations are discussed at the end of paper.

Factors Delaying the Adoption of Civil Drones: A Primitive Framework

The literature on the acceptance or adoption of unmanned aircraft, aka civil drones, is scarce an... more The literature on the acceptance or adoption of unmanned aircraft, aka civil drones, is scarce and underdeveloped. The majority of literature discusses several social concerns, whereas only little research promotes economic concerns. Additionally, the literature does not consider existing technology acceptance theory, but arbitrarily investigates the acceptance of several applications. This research discusses both social and economic concerns and establishes for a conceptual framework for predicting the public acceptance of drones. The conceptual framework considers the contemporary issues (i.e. social and economic concerns) and is based on risk theory. It proposes that the perception of risk associated with the use of drones influence the public acceptance of the technology. Social and economic concerns, in turn, are proposed as constituents of perceived risk. The proposed model establishes for further theoretical development and empirical assessment in pursue of deeper explanation of the factors which influence public acceptance. The research concludes with stating limitations and proposing recommendations for future research.

On the adoption of civil drones: A note for entrepreneurs and policy makers

Unmanned aircraft technology forms the paradox of a capable yet disabled technology. This accurat... more Unmanned aircraft technology forms the paradox of a capable yet disabled technology. This accurately describes the status of the diffusion of unmanned aerial systems into markets and societies. Several efforts are being made to accelerate the adoption of unmanned aircraft, the progress is not up to the expectation yet though. While the reasons behind this slow diffusion is somehow not clearly stated in literature, it seems that connecting some dots may yield a more vibrant feeling. This research investigates the issues delaying the diffusion of unmanned aerial technology from a socioeconomic perspective and proposes a framework believed to be useful for entrepreneurs and policy makers for the advancement of the industry.

Industry Convergence: The Case of Unmanned Aerial Systems

Industry convergencethe merger of previously unrelated industriesis a model that has had a strong... more Industry convergencethe merger of previously unrelated industriesis a model that has had a strong influence on various industries and received substantial attention among practitioners over the past years. Despite this, industry convergence has received little attention in the field of unmanned aircraft. This research paper investigates the degree to which the unmanned air vehicle sector represents an example of industry convergence. Convergence theory is discussed in the light of empirical evidence from the unmanned aerial systems (UAS) industry.

Factors influencing the Adoption of Unmanned Aerial Technology in Malaysia: Preliminary Results

by Johnny Chamata and Jonathan Winterton

Several technologies have been introduced over the years, among which most recently is the unmann... more Several technologies have been introduced over the years, among which most recently is the unmanned aerial technology (e.g. drones). A technology which is highly useful in hundreds of applications (e.g. search and rescue, fire-fighting, oil and gas exploration), however has created controversy because of several associated technical and legal issues. Drones enjoy super capabilities as they are able to fly at different angles over areas which humans cannot reach. Though drones are perceived as useful in numerous cases, they also cause public privacy concerns when associated with unethical behavior.To add, drones are also prone to different dysfunctionalities (e.g. absence of sense-and-avoid and fallback technologies) which are evident through many records of drone crashes around the world, leading to injuries or damage of property. Hence, the reliability of these devices and their implications on public safety are the main concerns. Flight regulations, in turn, are not helping to lessen these concerns. Existing regulations are mostly adapted from commercially piloted aircraft which are argued not to be suitable for regulating drone flights. At other times, attempts of regulatory bodies to formulate drone-specific regulations are resulting in laws that are immature for broad drone integration; and well-developed regulations by prominent aviation organizations (e.g. FAA) seem to be taking too long. Despite successful examples of flight regulations (e.g. Canada and Australia), societal perceptions still seem to be influenced by existing concerns which consequently affectthe adoption of unmanned aerial technology. Research in different places has shown an open-yet-conservative acceptance for unmanned aerial technology, but there isno report ofthe status in Malaysia. Thus, this research aims to investigate the adoption of unmanned aerial technology in Malaysia byexploring several factors necessary for technology acceptance and consequently, proposing a technology adoption model. The research adopts mixed-methods techniques as shown in the distribution of semi-structured questionnaires for data collection. Findings show that Malaysian citizens need to have a certain degree of acceptance towardsunmanned aircraft and to perceive them as (almost) equally risky and useful. Several psycho-demographic factors were tested and proven to influence the acceptance of unmanned aerial technology in Malaysia.

Convergence of the Unmanned Aerial Industry

Industry convergence—the merger of previously unrelated industries—is a model that has had a stro... more Industry convergence—the merger of previously unrelated industries—is a model that has had a strong influence on various industries and received substantial attention among practitioners over the past years. Despite this, industry convergence has received little attention in the field of unmanned aircraft. As the unmanned aircraft industry is still in the infancy stage, exploring the industrial status may contribute to the technology's body of knowledge and may be useful for entrepreneurial decision making. Thus, this research paper investigates the degree to which the unmanned aerial vehicle sector represents an example of industry convergence and predicts the consequences built upon it. The investigation is based on the convergence theory and evidence from the unmanned aerial systems industry is provided to support theoretical foundations. Conclusions show that unmanned aerial technology is converged to an undefined extent and the author calls for further related empirical research .