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This study aims to examine how affective and technological attitudes influence tourists’ intentions to use ride-sharing services. The authors also explore the moderating effects of perceived freedom and digital literacy on these relationships.

The sample consisted of local and international tourists using ride-sharing services in Bali, Indonesia. The authors used convenience sampling to distribute questionnaires to the respondents, collecting 258 responses. Out of these, 222 responses were fully completed and suitable for analysis.

The results revealed that hedonia, eudaimonia, technophilia and technophobia each differently influence tourists’ intentions to use ride-sharing services. Perceived freedom and digital literacy moderate the strength of these relationships.

This research builds on previous studies by investigating how various aspects of happiness affect tourists' intentions to use ride-sharing services. It also emphasizes the role of perceived freedom and digital literacy in moderating the relationship between happiness, technology adoption attitudes and ride-sharing intentions.

This study contributes to the existing ride-sharing literature by integrating two dimensions of affective attitude (hedonia and eudaimonia) and technology adoption attitude (technophilia and technophobia) to examine their effects on tourists’ intentions to use ride-sharing services.