Behavioral intentions towards ride-hailing services during the Pandemic: Using the health belief model and the moderating role of health norms and age

Abstract

Introduction

Health-related crises, such as the COVID-19 pandemic, affect travel behavior, especially when personal health is considered. Health Belief Model (HBM), a psychological framework that explains health-related behavior based on perceived risks, benefits, and triggers for action (called "cues to action"), is used in this study to understand individuals' decisions about using ride-hailing services during such crises.

Method

Data was collected via an online questionnaire from 413 respondents in Tehran over four months. Descriptive analysis, factor analysis, and structural equation modeling were employed to analyze the data.

Results

It has been shown that people are more likely to use ride-hailing if they consider it to be safer or more convenient than other modes, and if they are encouraged by social cues or previous positive experiences. The perception of costs and fear of infection can, however, discourage users. Moreover, two moderating variables—health norms and age—were incorporated into the analysis. Participants were classified into high and low health norm groups based on their adherence levels, and into two age cohorts: individuals aged over 31 and those aged 30 or younger. The results revealed that the moderating effects of health norms and age varied across different structural paths, indicating distinct interaction patterns within the model.

Conclusion

These findings suggest that promoting ride-hailing during future health crises requires both reducing perceived risks (e.g., by advertising safety protocols) and enhancing social incentives (e.g., showcasing positive user experiences).