Why Rideshare?: An Analysis of Factors Influencing Intention to Use
Rafael Anaya-Sánchez (University of Malaga, Spain), Rocío Aguilar-Illescas (University of Malaga, Spain), Milagros Nasiff-Seiffert (University of Malaga, Spain), and Sebastian Molinillo (University of Malaga, Spain)
Copyright: © 2020
|Pages: 19
DOI: 10.4018/978-1-5225-9928-9.ch010
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Abstract
The growth in the use of online platforms in the sharing economy is generating great interest in the scientific community. This study seeks to discover what causes travelers to use ridesharing platforms. A theoretical model of causal relationships, evaluated with data collected in an online survey, using partial least squares structural equation modelling (PLS-SEM) is proposed. The results show that attitude towards ridesharing is a critical antecedent of intention to use. Travelers develop positive attitudes mainly due to the economic reward of making savings in travel costs. In addition, attitude is also positively influenced, although to a lesser extent, by perceptions of security and by the moral motivation to help other people. In contrast, the influence of social motivation is not significant. Practical implications guide platform managers in the design of their commercial strategies.
TopLiterature Review And Hypotheses Development
Sharing is a process in which one party shares an object (or experience) that they own with another party for joint use, and/or vice versa, to obtain the benefits of a product without having to own it (Belk, 2007; Belk, 2010). The scientific community agrees that the basic nature of sharing is that it is an act of joint use of an object that is owned by at least one of the sharing parties. Changes in social technologies and societal attitudes have encouraged the growth of online sharing economy models (Bucher et al., 2016). In many cases the consumer values having access to an experience rather than owning the product that facilitates the experience (Bardhi & Eckhart, 2012; Belk, 2013). This practice has increased due to the trend among consumers to use internet-based platforms and to establish new relationships of trust via the medium (Bucher et al., 2016).
Key Terms in this Chapter
Intention: Explicit decisions to act in a convinced manner based on a personal motivation.
Sharing Economy: Economy based on sharing underutilized possessions. Nowadays, sharing economy are aided by ITC-based technologies.
Collaborative Economy: An economic model of decentralized systems and marketplaces among peers that allow the use of underused assets.
Ridesharing: A mode of transport in which individuals share a private means of transportation for a trip, sharing costs.
Motivation: The internal state that makes persons act in a determined way, mainly based on an unfulfilled need.
Attitude: The organization of beliefs about an object that inclines an individual to act in a certain manner.
Perceived security: Feeling of protection against risks resulting from the use of certain objects and services. Usually measured as a degree.