The role of mindfulness in promoting purchase intention

Purpose - This study aims to examine the role of mindfulness in promoting customers' purchase intentions, especially with the mediation effects of perceived ease of use and perceived usefulness toward online ride-hailing services. As such, several recommendations for ride-hailing service providers and researchers are suggested for better implementation in a practical and theoretical context. Design/methodology/approach - The data collection process is carried out online during the period of February 2022 to March 2022, with a sample of 237 respondents being analyzed by the covariance-based structural equation modeling approach. Findings - First of all, mindfulness had a direct influence on perceived ease of use and perceived usefulness, as well as an indirect influence on purchase intention through the mediation role of perceived usefulness. Besides, perceived usefulness is found to have a positive influence on the customer's purchase intention, while perceived ease of use positively affects both perceived usefulness and intention. Research limitations/implications - This study just ends with customers' intentions to adopt ride-hailing services; nevertheless, the actual behavior has not been examined. Further research might consider actual usage as a dependent factor when investigating the topic of ride-hailing services. Originality/value - This study is notably different from the existing literature by filling the literature gap on the role of mindfulness in promoting customers' purchase intentions toward ride-hailing services.