Does India Need a Shared Ride-Hailing Now More than Ever? Understanding Commuter's Intentions to Share Rides

Manuscript type: Research paper Research aims: This study aims to investigate the factors influencing shared ride-hailing services, amongst commuters in India. Design/Methodology/Approach: Data collected across 355 respondents were analysed using structural equation modelling (SEM). Research findings: The findings reveal that all the four factors, i.e., the perceived use, perceived ease of use, trust and perceived risk, significantly influence commuter's intentions to use shared ride-hailing service. Gender is found to moderate the relationship between perceived use, and the intention to use, as well as perceived risk and intention to use. This study however, does not find any empirical evidence to establish the moderation impact of car ownership on the relationship between perceived risk and the intention to use. Theoretical contribution/Originality: This study expands the previous literature by incorporating trust and perceived risk in examining the intention to use shared ride-hailing services. It also supplements previous works by examining gender and car ownership as the moderating variable. Practitioner/Policy implication: The findings suggest that marketers need to focus on strategies to reduce the risks associated with using shared ride-hailing services, especially amongst women riders. Research limitation/Implications: The study only focusses on shared ride-hailing service in the Indian context, specifically in New Delhi.