{"title":"Study of adoption of ride-hailing services: Moderating role of consumer frugality and status consumption in collaborative consumption","authors":"Kedar Bhatt , Nirav Halvadia , Priyanka Shah , Anil Sharma , Sachin Deshmukh","doi":"10.1016/j.rtbm.2024.101113","DOIUrl":null,"url":null,"abstract":"<div><p>Adoption of ride-hailing services today is on the rise, especially within emerging markets. This study examines the same within India's context, as there's limited research on this topic. In order to explore the relationship between consumer attitudes and the behavioral intentions to adopt these services, we use the Theory of Reasoned Action. Then, we investigate the impact of both utilitarian and hedonic values on consumers' attitudes. Using data from 390 Indian ride-hailing service users, we identify frugality and status consumption as key personality traits that effectively moderate the relationship between perceived value and attitude towards ride-hailing services. We also observe that both utilitarian and hedonic values significantly influence consumer attitudes towards these services, which in turn affect their intent to use them. Finally, the study derives several critical implications for academics, practitioners, and policymakers.</p></div>","PeriodicalId":47453,"journal":{"name":"Research in Transportation Business and Management","volume":"54 ","pages":"Article 101113"},"PeriodicalIF":4.1000,"publicationDate":"2024-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Research in Transportation Business and Management","FirstCategoryId":"5","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2210539524000154","RegionNum":2,"RegionCategory":"工程技术","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Adoption of ride-hailing services today is on the rise, especially within emerging markets. This study examines the same within India's context, as there's limited research on this topic. In order to explore the relationship between consumer attitudes and the behavioral intentions to adopt these services, we use the Theory of Reasoned Action. Then, we investigate the impact of both utilitarian and hedonic values on consumers' attitudes. Using data from 390 Indian ride-hailing service users, we identify frugality and status consumption as key personality traits that effectively moderate the relationship between perceived value and attitude towards ride-hailing services. We also observe that both utilitarian and hedonic values significantly influence consumer attitudes towards these services, which in turn affect their intent to use them. Finally, the study derives several critical implications for academics, practitioners, and policymakers.
期刊介绍：
Research in Transportation Business & Management (RTBM) will publish research on international aspects of transport management such as business strategy, communication, sustainability, finance, human resource management, law, logistics, marketing, franchising, privatisation and commercialisation. Research in Transportation Business & Management welcomes proposals for themed volumes from scholars in management, in relation to all modes of transport. Issues should be cross-disciplinary for one mode or single-disciplinary for all modes. We are keen to receive proposals that combine and integrate theories and concepts that are taken from or can be traced to origins in different disciplines or lessons learned from different modes and approaches to the topic. By facilitating the development of interdisciplinary or intermodal concepts, theories and ideas, and by synthesizing these for the journal''s audience, we seek to contribute to both scholarly advancement of knowledge and the state of managerial practice. Potential volume themes include: -Sustainability and Transportation Management- Transport Management and the Reduction of Transport''s Carbon Footprint- Marketing Transport/Branding Transportation- Benchmarking, Performance Measurement and Best Practices in Transport Operations- Franchising, Concessions and Alternate Governance Mechanisms for Transport Organisations- Logistics and the Integration of Transportation into Freight Supply Chains- Risk Management (or Asset Management or Transportation Finance or ...): Lessons from Multiple Modes- Engaging the Stakeholder in Transportation Governance- Reliability in the Freight Sector
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
