Customer acceptance of ride-hailing in Indonesia

Abstract

Purpose The purpose of this paper is to investigate the enabling factors and the customers’ acceptance of ride-hailing in Indonesia. Design/methodology/approach The authors adopt some constructs from the unified theory of acceptance and use of technology (UTAUT) 2 as the framework for the study to derive factors that influence the acceptance of ride-hailing in Indonesia. Samples through a convenience sampling method were collected from an online survey and were transformed into data through coding and subsequently processed using SPSS for descriptive analysis, reliability test, correlation and multiple regression analysis for hypothesis testing. Findings Ride-hailing started in 2015 in Indonesia. Five enabling factors make digital ride-hailing possible, the internet, smartphone, broadband wireless network, digital map and global positioning system. The authors found that performance expectancy, social influence and habit positively influence customers to accept ride-hailing in Indonesia. Research limitations/implications Although this research has a small sample, it is still relevant to understand people’s acceptance to the ride-hailing platform. As a ride-hailing platform is now transformed to a multisided markets platform, adoption studies or other studies on each market to cover the whole picture of the platform influence to the society, and its contribution to the national economy will be very interesting. The authors’ future research will cover various services covered by ride-hailing companies. Originality/value This study proposes and argues that four main enabling factors make digital ride-hailing a viable business. The study contributes to three significant factors that influence the acceptance of ride-hailing in Indonesia.

Factors promoting customer citizenship behaviours and the moderating role of self-monitoring: a study of ride-hailing services

“…Hence, with respect to future research, the model proposed for this study could be validated in other emerging markets, particularly in South-East Asia, where ride-hailing services are growing rapidly and several studies on ride-hailing services have recently been Customer citizenship behaviours conducted (Almunawar et al, 2021;Arora et al, 2022;Fauzi and Sheng, 2021;Shah, 2021). The model proposed for this study could also be validated in other service environments where customer citizenship behaviours may be beneficial to service providers, including online financial services, online retailing and online education.…”

“…Due to developments in digital and information technology, consumer desires, needs and expectations have also shifted dramatically (Arora et al , 2022). Mobile applications (apps) have brought convenience to consumers’ lives, who can now get ride-hailing services from transportation network company (TNC) brands in the sharing economy (Almunawar et al , 2021, p. 443) across the globe, including emerging markets. Mobile-based ride-hailing is an innovative business model that addresses space and time constraints, using smartphones to match individuals who own and drive cars with people who need transport (Almunawar et al , 2021, p. 444; Fauzi and Sheng, 2021, p. 1196).…”

“…Mobile applications (apps) have brought convenience to consumers’ lives, who can now get ride-hailing services from transportation network company (TNC) brands in the sharing economy (Almunawar et al , 2021, p. 443) across the globe, including emerging markets. Mobile-based ride-hailing is an innovative business model that addresses space and time constraints, using smartphones to match individuals who own and drive cars with people who need transport (Almunawar et al , 2021, p. 444; Fauzi and Sheng, 2021, p. 1196). Ride-hailing services attract drivers or owners of motor vehicles and allow them to locate customers through the ride-hailing company’s mobile app, as it offers higher geographical coverage to the driver or owner and flexibility to customers (Almunawar et al , 2021, p. 444).…”

The Effects of On- and Before- Journey Advantages Using Ride-Sourcing in Indonesia

“…Currently, ride-sourcing serves more than 50 cities in Indonesia. With its popularity and its effect on the existing transport ecosystem, many researchers from various backgrounds are investigating the effect of ride-sourcing in Indonesia [9,10,[56][57][58][59].…”

B2C online ride-hailing pricing and service optimization under competitions

“…Customers place orders online. Then, a B2C online ride-hailing platform will provide offline services for customers through assigning professional drivers to fulfill customers' needs [1]. In an online ride-hailing platform, price and service are the most important factors to affect its competitiveness.…”