Consumers' intentions to use ridesharing services in Iran. (December 2021)

• Record Type: Journal Article
• Authors: Akbari, Morteza; Moradi, Afsaneh; SeyyedAmiri, Nader; Zúñiga, Miguel Ángel; Rahmani, Zahra; Padash, Hamid
• Is Part Of: Research in transportation business & management. Volume 41(2021)
• Publication Date: 2021-12
• Subjects: Sharing Economy -- Ridesharing -- Intention -- Price Value -- Subjective Norms; Transportation -- Research -- Periodicals; Transportation -- Management -- Periodicals; Transportation -- Management; Transportation -- Research; Periodicals; 388.068
• DOI: 10.1016/j.rtbm.2020.100616
• Languages: English
• ISSNs: 2210-5395

Abstract

Abstract: Ridesharing platforms have dramatically flourished in the 'sharing economy'. Despite the unforeseen growth of the sharing economy concept, there are limited studies regarding the behavioral aspects and the acceptance drivers of this phenomenon. This issue is the motivating factor of this study to investigate the best intention-based model for predicting Iranian intention to use ridesharing services by developing an extension model of the Technology Acceptance Model (TAM) with the Theory of Planned Behavior (TPB). Data were obtained from a survey of 318 Iranian users. Structural equation modeling analysis using PLS software was employed to analyze the data. The findings of this study confirmed the effect of perceived usefulness on subjective norms, satisfaction, and behavioral intention. Furthermore, the impact of satisfaction on subjective norms and behavioral intention, and the impact of subjective norms on behavioral intention were confirmed. Finally, the effect of price value on behavioral intention and satisfaction was confirmed, but the effect of perceived ease of use on subjective norms was not significant. This study contributes to the literature by confirming the utility of the TAM and the TPB with price value and perceived satisfaction in predicting consumer intention to adopt ridesharing. The results appear particularly important for developing countries where ridesharing is at the early stage of development and there is disagreement among policymakers and managers about the development of it. Highlight: Role of psychological factors and price on intention to use ridesharing was examined. This study is a significant addition to the literature, in that it confirms the utility of the TAM and TPB with price value in predicting consumer intention to adopt ridesharing. Furthermore, the impact of satisfaction on subjective norms and behavioral intention, and the impact of subjective norms on behavioral intention confirmed. The effect of price value on behavioral intention and satisfaction confirmed.