Evaluating the adoption of ride-hailing services in emerging markets

IF 4.1 2区工程技术 Q2 BUSINESS

Research in Transportation Business and Management Pub Date : 2025-04-17 DOI:10.1016/j.rtbm.2025.101381

Bora Ly

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引用次数: 0

Abstract

This study explored the factors influencing the adoption of ride-hailing services in Cambodia, emphasizing the roles of perceived convenience, ease of use, cost savings, and affordability. Anchored in a conceptual framework that integrates technological, economic, sociocultural, and infrastructural dimensions, this research utilizes survey data from 330 urban respondents, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that perceived convenience is a pivotal mediating factor that enhances the effects of ease of use, cost savings, and affordability on adoption intention. Although ease of use does not directly predict adoption, it exerts a significant indirect influence through perceived convenience. Affordability and cost savings have emerged as critical determinants in Cambodia's developing market context, where economic constraints and limited infrastructure significantly shape consumer behavior. These insights contribute to the literature on Ride-hailing in emerging economies and offer actionable guidance for policymakers and providers seeking to foster sustainable and accessible urban transport solutions.

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评估新兴市场对网约车服务的采用

本研究探讨了影响柬埔寨使用网约车服务的因素，强调了感知便利性、易用性、成本节约和可负担性的作用。本研究以整合技术、经济、社会文化和基础设施维度的概念框架为基础，利用330名城市受访者的调查数据，通过偏最小二乘结构方程模型（PLS-SEM）进行分析。研究结果表明，感知便利性是增强易用性、成本节约和可负担性对采用意愿影响的关键中介因素。虽然易用性不能直接预测采用，但它通过感知便利性产生显著的间接影响。在柬埔寨发展中市场背景下，经济限制和有限的基础设施严重影响着消费者的行为，可负担性和成本节约已成为关键决定因素。这些见解为新兴经济体的网约车相关文献做出了贡献，并为寻求促进可持续和无障碍城市交通解决方案的政策制定者和供应商提供了可操作的指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Research in Transportation Business and Management Multiple-

CiteScore

7.10

自引率

8.30%

发文量

175

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