Antecedents of consumer loyalty in ride-hailing |
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| Affiliation: | 1. Northern Arizona University, Flagstaff, AZ, USA;2. Metropolitan Area Planning Council, Boston, MA, USA;1. The University of Melbourne, Department of Infrastructure Engineering, Grattan Street, Parkville, Victoria 3010, Australia;2. The University of Texas at Austin, Austin, TX 78712, USA;3. The University of Texas at Austin, Department of Civil, Architectural and Environmental Engineering, 301 E. Dean Keeton St. Stop C1761, Austin, TX 78712, USA;4. The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong |
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| Abstract: | The rise of the sharing economy has remarkedly shifted consumers’ traffic behaviour, which gave rise to successful start-up businesses, such as Uber and Grab, that offer innovative transport alternatives through car and ride sharing. This study investigates consumers’ traffic attitudes and behavioural responses to on-demand ride-hailing. Using structural equation modelling, our survey findings showed that price consciousness, perceived usefulness, ease of use, safety risk and customer value exert significant influences on word-of-mouth (WOM), a manifestation of attitudinal loyalty towards ride-hailing. Contrary to findings in previous studies, our study found insignificant effects of personal innovativeness, subjective norm and perceived privacy security on WOM. In addition, although environmental consciousness is a predictor of WOM, its significant effect on WOM is negative. WOM is found to significantly impact purchase intention which is an indicator of behavioural loyalty. By identifying the antecedents of consumer loyalty in ride-hailing, this study provides recommendations for the ride-hailing ecosystem to generate more sustainable urban transport solutions. |
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| Keywords: | Sharing economy Ride sharing Ride-hailing Traffic behaviour Consumer loyalty Technology Acceptance Model |
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