Toward Platform-Economy Continuity: Do Descriptive Norms and Perceived Product Attributes Matter to Youths who Use Ride-Hailing Apps?

Authors

  • Abu Amar Fauzi Department of Management, Faculty of Economics and Business, Universitas Hayam Wuruk Perbanas

DOI:

https://doi.org/10.12695/ajtm.2022.15.2.5

Keywords:

Continuation intention, platform economy, digital platform, ride-hailing services, socio-technical theory, young consumers

Abstract

Abstract. This study investigates how descriptive norms and perceived product attributes (utilitarian and hedonic benefits) influence the intention of young consumers to continue to adopt ride-hailing apps. We developed a conceptual model drawing upon the socio-technical theory by involving 333 Indonesian users of ride-hailing apps and estimating the model using the statistical tool of PLS-SEM-based software. The findings showed that social aspects (descriptive norms) and technical aspects (utilitarian and hedonic benefits) significantly influence young consumers to adopt ride-hailing apps. Intriguingly, a positive perception of the apps’ benefits is instrumental for encouraging young consumers to continue to adopt ride-hailing apps when descriptive norms appear, when peers in their social circle widely adopt similar apps. This study highlights the unique behavior of young consumers in adopting ride-hailing apps by accentuating the role of descriptive norms and perceived product attributes from the perspective of socio-technical theory. This study provides practical recommendations for digital platform providers, particularly TNCs (Transportation Network Companies), which offer ride-hailing services to address the young consumer segment with a community-based marketing approach to maintain their continued adoption.   

Keywords: Continuation intention, platform economy, digital platform, ride-hailing services, socio-technical theory, young consumers

Downloads

Download data is not yet available.

References

jzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211. doi: 10.1016/0749-5978(91)90020-T
Almunawar, M. N., Anshari, M., & Ariff Lim, S. (2021). Customer acceptance of ride-hailing in Indonesia. Journal of Science and Technology Policy Management, 12(3), 443–462. doi: 10.1108/JSTPM-09-2019-0082
Ashraf, R. U., Hou, F., & Ahmad, W. (2019). Understanding continuance intention to use social media in China: The roles of personality drivers, hedonic value, and utilitarian value. International Journal of Human–Computer Interaction, 35(13), 1216–1228. doi: 10.1080/10447318.2018.1519145
Aw, E. C. X., Basha, N. K., Ng, S. I., & Sambasivan, M. (2019). To grab or not to grab? The role of trust and perceived value in on-demand ridesharing services. Asia Pacific Journal of Marketing and Logistics, 31(5), 1442–1465. doi: 10.1108/APJML-09-2018-0368
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166–177. doi: 10.1177/109467050032005
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. doi: 10.1037/0022-3514.51.6.1173
Belgiawan, P. F., Joewono, T. B., & Irawan, M. Z. (2022). Determinant factors of ride-sourcing usage: A case study of ride-sourcing in Bandung, Indonesia. Case Studies on Transport Policy, 10(2), 831–840. doi: 10.1016/j.cstp.2022.02.010
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370. doi: 10.2307/3250921
Bhattacherjee, A., Perols, J., & Sanford, C. (2008). Information technology continuance: A theoretic extension and empirical test. Journal of Computer Information Systems, 49(1), 17–26. doi: 10.1080/08874417.2008.11645302
Bostrom, R. P., & Heinen, J. S. (1977). MIS problems and failures: A socio-technical perspective, Part II: The application of socio-technical theory. MIS Quarterly, 1(4), 11–28. doi: 10.2307/249019
Brail, S. (2022). World cities of ride-hailing. Urban Geography, 43(1), 12–33. doi: 10.1080/02723638.2020.1775030
Brown, A., & LaValle, W. (2021). Hailing a change: comparing taxi and ridehail service quality in Los Angeles. Transportation, 48(2), 1007–1031. doi: 10.1007/s11116-020-10086-z
Buda, G., Pethes, B., & Lehota, J. (2020). Dominant consumer attitudes in the sharing economy-a representative study in Hungary. Resources, 9(1), 1–27. doi: 10.3390/resources9010001
Cao, X., Yu, L., Liu, Z., Gong, M., & Adeel, L. (2018). Understanding mobile payment users’ continuance intention: A trust transfer perspective. Internet Research, 28(2), 456–476. doi: 10.1108/IntR-11-2016-0359
Carcioppolo, N., Orrego Dunleavy, V., & Yang, Q. (2017). How do perceived descriptive norms influence indoor tanning intentions? An application of the theory of normative social behavior. Health Communication, 32(2), 230–239. doi: 10.1080/10410236.2015.1120697
Chalermpong, S., Kato, H., Thaithatkul, P., Ratanawaraha, A., Fillone, A., Hoang-Tung, N., & Jittrapirom, P. (2022). Ride-hailing applications in Southeast Asia: A literature review. International Journal of Sustainable Transportation, 0(0), 1–21. doi: 10.1080/15568318.2022.2032885
Chang, Y. P., & Zhu, D. H. (2012). The role of perceived social capital and flow experience in building users’ continuance intention to social networking sites in China. Computers in Human Behavior, 28(3), 995–1001. doi: 10.1016/j.chb.2012.01.001
Chaouali, W. (2016). Once a user, always a user: Enablers and inhibitors of continuance intention of mobile social networking sites. Telematics and Informatics, 33(4), 1022–1033. doi: 10.1016/j.tele.2016.03.006
Chen, Y.-J., Dai, T., Korpeoglu, C. G., Körpeoğlu, E., Sahin, O., Tang, C. S., & Xiao, S. (2020). Innovative online platforms: Research opportunities. Manufacturing & Service Operations Management, 22(3), 430–445. doi: 10.1287/msom.2018.0757
Chen, Y., Yang, L., Zhang, M., & Yang, J. (2018). Central or peripheral? Cognition

Downloads

Submitted

2022-07-04

Accepted

2022-11-19

Published

2022-12-07

How to Cite

Fauzi, A. A. (2022). Toward Platform-Economy Continuity: Do Descriptive Norms and Perceived Product Attributes Matter to Youths who Use Ride-Hailing Apps?. The Asian Journal of Technology Management (AJTM), 15(2), 154–176. https://doi.org/10.12695/ajtm.2022.15.2.5

Issue

Vol. 15 No. 2 (2022)

Section

Articles

License

Copyright (c) 2022 The Asian Journal of Technology Management (AJTM)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2017. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium