The influence of social drivers on using ride-hailing services
المؤلف | Rana, Nripendra P. |
المؤلف | Singh, Anurag |
المؤلف | Parayitam, Satyanarayana |
المؤلف | Mishra, Anubhav |
المؤلف | Bhatt Mishra, Deepa |
تاريخ الإتاحة | 2024-05-07T06:47:50Z |
تاريخ النشر | 2023-08-09 |
اسم المنشور | Marketing Intelligence and Planning |
المعرّف | http://dx.doi.org/10.1108/MIP-05-2023-0223 |
الاقتباس | Rana, N. P., Singh, A., Parayitam, S., Mishra, A., & Bhatt Mishra, D. (2023). The influence of social drivers on using ride-hailing services. Marketing Intelligence & Planning, 41(7), 854-879. |
الرقم المعياري الدولي للكتاب | 0263-4503 |
الملخص | Purpose: The pandemic has severely affected sharing economy businesses specially ride-hailing services due to high levels of human-touch points. This research investigates the impact of COVID-19 infodemic, identification, and emotional support on intention to use ride-hailing. The authors further examine the moderating effects of internalization, compliance, social currency and informational support in the proposed conceptual model. Design/methodology/approach: The data were collected from 412 respondents from Delhi in India, and hypothesized relationships were tested using hierarchical regression. Findings: The results indicate that COVID-19 infodemic has a negative association with intention to use ride-hailing. Identification and emotional support show a positive association with intention to use ride-hailing. The results also support internalization and compliance as moderators between infodemic, identification and intention to use ride-hailing. Further, social currency and information support moderate the relationship between emotional support and intention to use. Originality/value: This is the first research, which adds to the expanding literature on ride-hailing, especially during the post-pandemic period of “new normal”. |
اللغة | en |
الناشر | Emerald Publishing |
الموضوع | Compliance Emotional support Infodemic Intention to use Ride-hailing Social currency |
النوع | Article |
الصفحات | 854-879 |
رقم العدد | 7 |
رقم المجلد | 41 |
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