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Ride-hailing apps' continuance intention among different consumer groups in Indonesia: the role of personal innovativeness and perceived utilitarian and hedonic value

Abu Amar Fauzi (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan)
Margaret L. Sheng (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 3 November 2020

Issue publication date: 20 April 2021

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Abstract

Purpose

This research aims to examine the relationship of personal innovativeness, perceived value (consisting of perceived utilitarian and hedonic value) and continuance intention in the context of ride-hailing apps and to investigate consumer behaviour differences between metro and non-metro consumers.

Design/methodology/approach

The survey sample included 402 consumers of popular ride-hailing apps in Indonesia to test the research framework. Then, PLS-SEM-based software was utilised to examine the hypothesised relationship.

Findings

The findings indicate that the effect of personal innovativeness on continuance intention in using ride-hailing apps will operate through the full mediation role of perceived hedonic and utilitarian value, respectively. The findings also show that there are consumer behaviour differences between metro and non-metro consumers, in which the cognitive belief of consumers in the metro areas regarding the usage of ride-hailing apps is more related to hedonic value.

Research limitations/implications

The variety of respondent demographic profiles in this research is limited in that most of the research respondents are students. In such a case, the study may face the issue of generalisation.

Originality/value

This research generates an extended idea of the information technology continuance model by validating the important role of perceived hedonic and utilitarian value as an integral part of the model and strengthens the insights that Indonesia has consumer behaviour differences regarding technology-based services, particularly ride-hailing apps, between metro and non-metro consumers.

Keywords

Acknowledgements

The authors acknowledge the valuable support of The Research Center and Community Services, Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya for providing research grant No. 6649/Tg.20003/08/18. The authors also would like to express the highest grateful to anonymous reviewers who have given constructive suggestions and recommendations for the quality improvement of the current research manuscript.

Citation

Fauzi, A.A. and Sheng, M.L. (2021), "Ride-hailing apps' continuance intention among different consumer groups in Indonesia: the role of personal innovativeness and perceived utilitarian and hedonic value", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 5, pp. 1195-1219. https://doi.org/10.1108/APJML-05-2019-0332

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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