Antecedents of consumer loyalty in ride-hailing

The rise of the sharing economy has remarkedly shifted consumers’ traffic behavior, 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 behavioral responses to on-demand ride-hailing. Using structural equation modelling, the 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, the 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 behavioral 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.

• Record URL:
  https://doi.org/10.1016/j.trf.2021.03.016
• Record URL:
  http://www.sciencedirect.com/science/article/pii/S136984782100070X
• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/issn/13698478
• Supplemental Notes:
  • © 2021 Elsevier Ltd. All rights reserved. Abstract reprinted with permission of Elsevier.
• Authors:
  • Lee, Carmen Kar Hang
  • Wong, Amy Ooi Mei
• Publication Date: 2021-7

Language

• English

Media Info

• Media Type: Web
• Features: References;
• Pagination: pp 14-33
• Serial:
  • Transportation Research Part F: Traffic Psychology and Behaviour
  • Volume: 80
  • Issue Number: 0
  • Publisher: Elsevier
  • ISSN: 1369-8478
  • Serial URL: http://www.sciencedirect.com/science/journal/13698478

Subject/Index Terms

• TRT Terms: Attitudes; Behavior; Consumer behavior; Consumer preferences; Demand responsive transportation; Ridesharing; Ridesourcing; Structural equation modeling; Travel behavior
• Subject Areas: Highways; Public Transportation; Safety and Human Factors;

Filing Info

• Accession Number: 01777342
• Record Type: Publication
• Files: TRIS
• Created Date: Jul 23 2021 3:25PM