Title: Shared ride-hailing service in India: an analysis of consumers' intention to adopt

Authors: Pooja Goel; Piali Haldar

Addresses: Faculty of Marketing, Shaheed Bhagat Singh College, University of Delhi, India ' Faculty of Marketing, School of Business, Sharda University, India

Abstract: The aim of the present study is to explore factors affecting commuters' intention to adopt shared ride-hailing service. The study is based on the technology acceptance model (TAM). Using descriptive research design, data was collected from 345 consumers. Findings of the study establish that perceived usefulness (PU), concern for environment (CFE), perceived financial benefits (PFBs), and social influence (SI) are the important determinants of positive attitude formation towards shared ride-hailing service. However, perceived ease of use (PEOU) reflects insignificant relationship with attitude. Further, it has been found that attitude to use shared ride-hailing service positively affect intention. The present study provides future framework which can be utilised by shared ride-hailing service providers for efficiently targeting the customers through proper market segmentation.

Keywords: ride-hailing service; sharing economy; attitude; TAM; intention to adopt; sustainability; emerging economy.

DOI: 10.1504/IJBEM.2020.109598

International Journal of Business and Emerging Markets, 2020 Vol.12 No.3, pp.336 - 353

Received: 19 Nov 2019
Accepted: 09 Feb 2020
Published online: 15 Sep 2020 *

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