Does India Need a Shared Ride-Hailing Now More than Ever? Understanding Commuter’s Intentions to Share Ridesailing Now than Ever ? Understanding Commuters’ Intention to Share Rides

IF 0.8 Q4 BUSINESS, FINANCE

Asian Journal of Business and Accounting Pub Date : 2020-12-30 DOI:10.22452/AJBA.VOL13NO2.10

P. Goel, Piali Haldar

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引用次数: 9

Abstract

Manuscript type: Research Paper Research aims: The purpose of the study is to establish causal relationship between antecedents of shared ride-hailing service (perceived usefulness (PU), perceived ease of use (PEU), trust, perceived risk(PR)) and intention to share ride. Further, the moderating role of gender and car ownership has also been investigated. Design/Method/Approach: Structural equation modelling (SEM) was applied to analyze the responses of 355 Indian participants. Research Findings: Findings revealed that all the four factors that is PU, PEU, trust, and PR significantly influence commuters’ intention to use shared ride-hailing service. Further, gender moderates the strength of relationship between PU and intention to use and PR and intention to use. While car ownership moderates the strength of relationship between PU and intention to use only. Theoretical contributions/ Originality: This study is first to identify the role of trust and PR together on intention to use shared ride-hailing service in Indian context. Practitioner/ Policy Implications: Using the insights of the study marketers should focus more on reducing the risk factor attached with shared ride-hailing service especially among women riders. Moreover, new plans should be introduced to woo car owners to use the service. Research limitation: The study collected the data from mega city of the country. Further studies can focus tier 2 cities to investigate commuters’ intention to use shared ride-hailing service.

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印度现在比以往任何时候都更需要共享拼车吗？现在比以往任何时候都更了解通勤者共享乘车的意图？了解通勤者共享乘车的意图

手稿类型：研究论文研究目的：本研究旨在建立共享叫车服务的前因（感知有用性（PU）、感知易用性（PEU）、信任、感知风险（PR））与共享乘车意愿之间的因果关系。此外，还调查了性别和汽车保有量的调节作用。设计/方法/方法：应用结构方程建模（SEM）分析355名印度参与者的反应。研究结果：研究结果显示，PU、PEU、信任和PR这四个因素都会显著影响通勤者使用共享叫车服务的意愿。此外，性别调节PU与使用意向、PR与使用意向之间的关系强度。而汽车所有权调节PU和仅使用意愿之间的关系强度。理论贡献/独创性：这项研究首次确定了信任和公关在印度背景下使用共享叫车服务的意图中的作用。从业者/政策含义：利用研究的见解，营销人员应该更多地关注降低共享叫车服务的风险因素，尤其是在女性乘客中。此外，还应该出台新的计划来吸引车主使用这项服务。研究局限性：本研究收集了全国特大城市的数据。进一步的研究可以集中在二级城市，调查通勤者使用共享叫车服务的意愿。

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来源期刊

Asian Journal of Business and Accounting BUSINESS, FINANCE-

CiteScore

2.00

自引率

11.10%

发文量

期刊介绍： An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.