Factors affecting attitudes towards using ride-sharing apps

• Main Authors: Maruf, Tarekol Islam, Abd. Manaf, Noor Hazilah, Haque, A. K. M. Ahasanul, Maulan, Suharni
• Format: Conference or Workshop Item
• Language: English; English; English
• Published: 2021
• Subjects: HF5001 Business. Business Administration
• Online Access: http://irep.iium.edu.my/94994/10/94994_FACTORS%20AFFECTING%20ATTITUDES%20TOWARDS%20USING%20RIDE%28Abstract%29.pdf; http://irep.iium.edu.my/94994/11/KLiBEL25%20%26%20KLiCELS18%20-%20Programme%20%26%20Abstract%20Book_Final.pdf; http://irep.iium.edu.my/94994/12/KLiel25-Slides.pdf; http://irep.iium.edu.my/94994/

Technology brings amazing 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. Here, researchers have found the impact of perceived ease of use (PEOU) on perceived usefulness (PU) and attitude towards ride-sharing apps along with the mediating effect of perceived usefulness (PU) between PEOU and Attitude towards ride-sharing apps. To prove the hypothetical relationship, researchers used a structured questioner and surveyed users in different ride-sharing points of Dhaka city. Probability cluster sampling technique has been used to collect the data from 237 respondents. Exploratory Factor Analysis (EFA) 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 could utilize the findings to implement policies to retain customers and provide a more sophisticated level of service.