Evaluating the effectiveness of Didi ride-hailing security measures: An integration model. (January 2021) - Jing, Peng
Highlights: An integration model is applied to examine ride-hailing service usage intention. Perceived security and security risk are critical aspects affecting usage intention. A mediating effect test is conducted to explore a deeper internal mechanism. Government credibility is considered under the research background of China. Abstract: Security is one of the most critical factors influencing individuals' mobility. Ensuring security along ride-hailing trips is also a fundamental challenge to service providers. After two cases of rape and homicide, Didi has rectified measures again to meet passengers' need for security. However, there are few scientific findings concerning the impact of Didi rectified measures on personal perception of security. This study aims to explore critical latent factors that affect individuals' intentions to use or reuse ride-hailing after the rectification of security measures. This paper examines individuals' usage intentions by integrating and expanding both the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). Research results suggest that perceived security, security risk, and government credibility are correlated with the intentions to use or reuse ride-hailing. Importantly, perceived security and security risk both have a direct impact on behavioral intentions from a different perspective. In contrast, government credibility has an indirect effect. Hence, a mediating effect test is conducted. Government credibility could indirectly influence behavioral intention by affecting trust. Finally, this study verifies that the effectiveness of security measures could be evaluated and improved by studying the influence of latent factors on the intentions to use or reuse ride-hailing.