CONSUMER’S INTENTION TO USE UBER
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2023-08-28
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en
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This study seeks to extend the research on the influence of the technology acceptance model extended with trust and risk aversion on the user intention via sharing economy platforms, specifically Uber. Although it is already known that perceived usefulness and perceived ease of use have an influence on user intention, it remains unknown what effect different trust factors moderated by risk aversion have. The current research broadens the understanding of how disposition to trust, institution-based trust, and interpersonal trust as well as their interaction with risk aversion influence the user intention for sharing economy platforms. This study carried out an online survey to examine the consumers intention to use Uber based on seven variables. The data indicates that perceived ease of use and disposition to trust itself as well as its interaction with risk aversion have an influence on the user intention for Uber. However, data also indicates that perceived usefulness, institution-based trust and interpersonal trust do not have an influence on user intention. Additionally, institution-based trust and interpersonal trust have no interaction effect with risk aversion. Thus, these findings indicate that consumers are only influenced by their disposition to trust and perceived ease of use. Marketers should therefore design their sharing economy platforms while taking into consideration that using it would be free of effort as well as creating familiarity in order to increase the consumer’s user intention.
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Faculteit der Managementwetenschappen