Title: Understanding young consumers' mindset shift toward ride-sharing services
Authors: Phuong V. Nguyen; Khang Le Duy Tran; Phuong U. Dinh
Addresses: Center For Public Administration, International University – Vietnam National University HCMC, Quarter 6, Linh Trung Ward, Thu Duc District, HCMC, Vietnam ' The School of Business, International University – Vietnam National University HCMC, Quarter 6, Linh Trung Ward, Thu Duc District, HCMC, Vietnam ' Ho Chi Minh City Open University, 35–37 Ho Hao Hon, District 1, HCMC, Vietnam
Abstract: As part of the sharing economy, ride-sharing services have become a global trend. This new business model is an attractive option for entrepreneurs and has been studied extensively in recent years. Ride-sharing services also hold potential as a model for understanding consumers' mindset shift from owning to accessing. This paper investigates this growing trend by examining the impact of various factors on consumers' mindset shift toward ride-sharing services. A structural equation modelling approach is used to analyse a questionnaire survey conducted using snowball sampling of 451 respondents who have used Grab, the dominant ride-sharing service in Vietnam. The findings reveal that young consumers are willing to use Grab because it is useful and easy to use and has competitive prices. In addition, the use of Grab provides economic benefits and helps achieve the objectives of sustainable development. The findings of this study will enable companies in emerging markets like Vietnam to recognise current trends in the sharing economy in order to improve and change their business models. Finally, this study identifies several limitations and proposes directions for further research.
Keywords: ride-sharing service; consumer mindset; attitude; usefulness; ease of use; behavioural intention; sustainability; economic benefits.
Middle East Journal of Management, 2021 Vol.8 No.2/3, pp.140 - 156
Received: 31 May 2019
Accepted: 06 Oct 2019
Published online: 06 Apr 2021 *