An Empirical Study of Intention to Continue Using of Digital Ride-hailing Platforms

Ride-hailing platforms are attracting significant attention recently in an effort to change consumers’ consumption habits. Through the integration of diffusion of innovation theory (DIT) and the technology acceptance model (TAM), this study examines factors that influence the intention to continue using ride-hailing services. To counter the potential limitations of TAM and DIT in digital platforms, additional external constructs are considered including trust and subjective norms in a proposed conceptual model. The conceptual model is empirically explored using an online survey of 329 ride-hailing users in Iran as a developing country. Partial least squares structural equation modelling (PLS-SEM) is employed to analyse the collected data. According to results, relative advantage, compatibility, observability, and perceived ease of use contribute positively to individuals’ perceptions of service usefulness. Furthermore, compatibility and observability have significant positive effects on perceived ease of use, whereas complexity has a significant negative impact on perceived ease of use. Additionally, the outcome reveals trust, social norms, and perceived usefulness affect behavioural intention to continue using ride-hailing platforms.