Shared ride-hailing service in India: an analysis of consumers' intention to adopt
by Pooja Goel; Piali Haldar
International Journal of Business and Emerging Markets (IJBEM), Vol. 12, No. 3, 2020

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.

Online publication date: Tue, 15-Sep-2020

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