Factors affecting attitudes towards using Ride-Sharing Apps

• المؤلفون الرئيسيون: Maruf, Tarekol Islam, Abd Manaf, Noor Hazilah, Haque, A. K. M. Ahasanul, Maulan, Suharni
• التنسيق: مقال
• اللغة: English
• منشور في: Zes Rokman Resources 2021
• الموضوعات: HF Commerce; HF5001 Business. Business Administration
• الوصول للمادة أونلاين: http://irep.iium.edu.my/105140/7/105140_Factors%20affecting%20attitudes.pdf; http://irep.iium.edu.my/105140/; https://ijbel.com/previous-issues/december-2021/vol-25-december-2021-issue-2/

Technology brings impressive changes in information and communication system. Most of the transportation operations have integrated technology to improve customer service. However, convincing customers to adopt new technology-driven businesses, such as ride-sharing apps, has become more challenging than ever. The current state of ride-sharing apps in Bangladesh is far from perfect due to various factors such as a lack of security and privacy, various technological challenges, and inconvenient transaction systems. Therefore, customers get complications in taking the intended service conveniently. Researchers have found the positive impact of perceived ease of use (PEOU) on perceived usefulness (PU). Besides that, they found a positive impact of PEOU on attitude towards using ride-sharing apps and the mediating effect of perceived usefulness (PU) between PEOU and Attitude towards ride-sharing apps. Researchers used a structured questioner to prove the hypothetical relationship and surveyed users from different ride-sharing points of Dhaka city. The probability cluster sampling technique has been used to collect the data from 237 respondents. Exploratory Factor Analysis (EFA) was used to determine the reliability and validity of the instrument. Besides that, Confirmatory Factor Analysis (CFA) was also conducted using the Exploratory Factor Analysis results, followed by a measurement model. Finally, multivariate analysis using structural equations modelling (SEM) in the AMOS program to assess the suggested conceptual model's overall fit and the validity of the hypothesized relationship. Ride-sharing service providers will get ideas to improve their service to convince the customers' attitudes towards using ride-sharing apps. Besides that, this study used the technology acceptance model, which will contribute to the literature on ride-sharing apps. However, the number of variables used in this study to verify users' attitudes towards ride-sharing apps is acceptable and comprehensive and it is advised that a few additional variables be included to examine the usage of sophisticated technologies.