Study of adoption of ride-hailing services: Moderating role of consumer frugality and status consumption in collaborative consumption

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.