Factors Affecting Consumers’ Intention to Use Mobile Ride Hailing Services in Developing Countries

Factors Affecting Consumers’ Intention to Use Mobile Ride Hailing Services in Developing Countries

Sharing Economy, Ridehailing, Benefits, Risks, Regulations, Jordan

Sharing economy services are growing very quickly, including with successful implementations such as mobile ridehailing services, where by consumers and drivers can coordinate to share rides. This research investigates factors that are affecting consumers’ intention to use mobile ridehailing services in developing countries. The research data was collected in June 2021 from Jordanian consumers using an online questionnaire. The collected data was then analyzed to verify the research hypothesizes using Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical findings indicate that personalized benefits positively attract consumers to use mobile ridehailing applications. The findings also show that consumers’ privacy concerns negatively affect consumers’ intention to use mobile ridehailing applications. Moreover, the findings also show that the role of laws and regulations is significant in such contexts as it decreases the negative interaction between privacy concerns and consumers’ intention to use ridehailing applications. Accordingly, this research suggests that ridehailing practitioners should focus on providing more convienent services and at the same time governments and policy makers should provide protective legislations to overcome user’s privacy concerns.

Al-Masaeed, Sultan

Al Nawayseh, Mohammad

AlFawwaz, Bader

Maqableh, Mahmoud

Alnabhan, Mohammad

Masa'deh, Ra'ed

AL-Shatnawi, Atallah

International Journal of Interactive Mobile Technologies (iJIM); Vol. 16 No. 11 (2022); pp. 207-223

1865-7923

International Association of Online Engineering (IAOE), Vienna, Austria

2022-06-07

Copyright (c) 2022 Sultan Al-Masaeed, Mohammad Al Nawayseh, Bader AlFawwaz, Mahmoud Maqableh, Mohammad Alnabhan, Ra'ed Masa'deh, Atallah AL-Shatnawi

https://creativecommons.org/licenses/by/4.0

application/pdf

eng

info:eu-repo/semantics/article

info:eu-repo/semantics/publishedVersion

Peer-reviewed Article