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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
Keywords
Continuation intention
platform economy
digital platform
ride-hailing services
socio-technical theory
young consumers
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International 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
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
References
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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
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
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