MAJCAFE

Dewan Mehrab Ashrafi, Wardha Habiba, Ismail Alam
School of Business Administration, East Delta University

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Abstract

In today’s age, it is essential for ride-sharing service providers and policymakers to explore and understand the components affecting both the actual and potential user willingness to use such services in developing countries. Therefore, the purpose of this paper was to explore the critical components of an individual’s intention to use ride-sharing services, wherein an extended Technology Acceptance Model (TAM) was employed as the conceptual framework. Here, the extension was made by considering three constructs, namely environmental awareness, perceived risk, and personal innovativeness. Overall, 683 respondents participated in the study in which a quantitative approach was adopted and the responses were collected through a structured questionnaire using a five-point Likert-scale. Structural Equation Modelling (SEM) was performed to assess whether the data fit the conceptual framework and test the hypotheses accordingly. The results showed that environmental awareness, perceived ease of use, personal innovativeness, and perceived usefulness positively impacted consumer behavioural intention of using ride-sharing services. The study also found that perceived risk was negatively associated with perceived usefulness and the intention of using ride-sharing services, whereas personal innovativeness was negatively associated with perceived risk while positively influenced the perceived ease of use and perceived usefulness. Based on the study findings, practical implications and future research recommendations were discussed. Hence, this paper on the sharing economy, specifically of the transportation sector could assist policymakers and business operators in promoting sustainable transportation through ride-sharing services.

Keywords: Ride-sharing services, Sharing economy, Technology Acceptance Model