Search results

Bangladesh recently experienced frequent demonstrations by drivers of ridesharing applications. Since the drivers are not excluded from the technology environment, rather they are a part of the digital ecosystem, these protests may point toward the existence of unequal interactional outcomes for different stakeholders afforded by the digital system within the country’s social and cultural contexts. This research is an attempt to unveil the reasons behind value inequality experienced by drivers of ridesharing applications in Bangladesh and understand how power asymmetries influence adverse digital incorporation that can result in the emergence of resistance.

We obtain the data by conducting interviews with 91 drivers of ridesharing platforms in Dhaka, Bangladesh and analyze our data using thematic analysis. We propose an integrated framework unifying adverse digital incorporation (ADI) with the “powercube” model to illuminate our inquiry.

We find the existence of all three drivers to ADI – ignorance/deceit, direct compulsion and exclusion – exclusion being the most prevalent – that are experienced by the drivers of ridesharing applications in Bangladesh. We also find support for the four causes behind value inequality – design inequality, resource inequality, institutional inequality and relational inequality with the respondents placing the highest emphasis on relational inequality. There are visible, hidden and invisible forms of power involved in how the drivers are incorporated into the ridesharing platforms. The forms of power in the platform environment are exercised primarily in closed spaces and the invited spaces for the drivers are very few. The drivers in response to the closed spaces of power create their own space (claimed space) through the help of social media and other messaging apps. We also find that the power over the drivers is exercised at global, national and local levels.

Our research identifies norms specific to the social and cultural contexts of Bangladesh and can help decision-makers to make more informed choices during the formulation of future digital platform guidelines. Based on the research findings, the paper also makes short-term and long-term policy recommendations.

This research has implications for creating a decent work environment for ridesharing drivers which broadly falls under the Sustainable Development Goal 8 (SDG 8).

To the best of the authors’ knowledge, this is the first paper that integrates the ADI model with the “powercube” framework to reveal that the drivers working on the ridesharing platforms in Bangladesh are adversely incorporated into the digital system where value inequalities are operating within the power dimensions.

This study focuses on Aaker's Brand Equity Model, to check the effect of brand equity determinants on booking intention (BI) for ridesharing in India. The study also explores the moderation of ecologically conscious consumer behavior (ECCB) on the multiplicative effect of brand awareness (BAw), brand association (BA) and perceived quality (PQ) in influencing the BI.

Responses from 393 Indian ridesharing users were collected using judgmental sampling and were analyzed using Hayes Process macro.

The study found a direct relationship between BAw and BI, BAw and BA, BAw and PQ, BA and PQ, PQ and BI, and BA and BI. Findings revealed mediation of BA in BAw and BI relationship and PQ in BAw and BI relationship. Results revealed that BA and PQ serially mediate BAw and BI relationship. ECCB moderates PQ and BI relationship but not BAw and BI relationship.

Serial mediation and moderated-mediation results draw various theoretical implications for determinants of Aaker's Brand Equity model and ECCB.

The research has several implications for managers in view of brand equity determinants and ECCB. The study also contributes to policy implications.

Study's novel contributions are mediation, serial mediation between brand equity determinants, and moderation of ECCB between BAw and BI for ridesharing.

The primary goal of this study is to determine the predictors of on-demand ridesharing intention in an emerging economy. For this purpose, the study uses the theoretical underpinnings of the theory of planned behavior (TPB).

The study surveyed 347 frequent users of ridesharing services using a set of pre-validated scales. The resulting data were analyzed using covariance-based structural equation modeling (CB-SEM).

The results of SEM analysis disclosed that the significant factors contributing to ridesharing intention are awareness of environmental consequences, subjective norm, perceived behavioral control and attitude (towards ridesharing).

This empirical research provides statistically robust insights for developing marketing strategies that attract more individuals toward ridesharing services.

This research has remarkable significance as it is one of the pioneering studies that critically examine the determinants of ridesharing intention from a South Asian emerging economy. Further, the extended TPB framework proposed in this study explains 71.4% variance in ridesharing intention, which is significantly higher than existing studies, with none of them explaining more than 70% variance.

This paper aims to focus on collaborative consumption, that is, the peer-to-peer (P2P) exchange of goods and services facilitated by online platforms. Anchored in the access paradigm, collaborative consumption (e.g. accommodation rental and ridesharing services) differs from commercial services offered by firms (e.g. business-to-customer [B2C] carsharing). The aim of this study is to examine the nuanced styles of collaborative consumption in relation to market-mediated access practices and socially mediated sharing practices.

Following the general research trend on mobility services, the context of long-distance ridesharing is chosen. Data collection was conducted using participant observation as peer service provider, 11 ethnographic interviews of consumers and a netnographic study of digital artifacts.

Using practice theory, ten ridesharing activities were identified. These activities and the nuances in the procedures, understandings and engagements in the ridesharing practice led to the distinction of three styles of collaborative consumption: communal collaborative consumption, which is when participants seek pro-social relationships in belonging to a community; consumerist collaborative consumption, performed by participants who seek status and convenience in the access lifestyle; and opportunistic collaborative consumption, when participants seek to achieve monetary gain or personal benefits from abusive activities.

By taking a phenomenological approach on collaborative consumption, this study adds to the understanding of the sharing economy as embedded in both a utilitarian/commercial economic system and a non-market/communal social system. The three styles of collaborative consumption propose a framework for future studies differentiating P2P exchanges from other practices (i.e. B2C access-based services and sharing).

Drawing upon institution-based trust theory, the purpose of this paper is twofold: firstly, to examine the joint influences of legally binding and market-driven institutional mechanisms in promoting customers’ trust and continuance intention in the ridesharing platform; and secondly, to examine if there exists a trust transfer mechanism between institution-based trust and interpersonal trust.

An online survey was conducted in China and data were collected from 307 customers in DiDi, which is one of the largest ridesharing platforms in China. Structural equation modeling statistical method was used to test the theoretical model and research hypotheses.

The empirical results suggest that market-driven institutional mechanisms, regarding feedback and surge pricing, have strong influences on customers’ trust in the ridesharing platform. In addition, legally binding institutional mechanisms, regarding payment security and driver certification, are also beneficial to promote customers’ trust. Furthermore, there is a trust transfer between customers’ trust in the platform and trust in the driver.

This study provides guidelines to the administrators of the ridesharing platform to establish effective institutional mechanisms. In particular, the platform can appropriately adopt and implement the legally binding mechanisms combined with market-driven mechanisms on the platform, in order to enhance customers’ trust and promote their subsequent transaction behaviors.

This study enriches and extends the extant literature of institution-based trust from e-commerce to the sharing economy by identifying four significant institutional mechanisms. Furthermore, this study presents a new perspective of customer trust (one-to-many) in the context of ridesharing and uncovers the transfer mechanism between institution-based trust and interpersonal trust.

The study aims to empirically test the effects of antecedents on behavioral intentions towards Uber-ridesharing services. The antecedents are perceived value (hedonic, utilitarian, epistemic, and symbolic value), e-Attitude, and technology attachment (smartphone use, Internet use, and e-Involvement). Moreover, the study explores the mediating effect of three-dimensional perceived value (hedonic, utilitarian, and epistemic value) and e-Attitude; and the moderating effect of symbolic value on behavioral intentions towards Uber-ridesharing services.

A mixed survey (75% Google Form, 25% face to face) was conducted in Bangladesh to collect data from customers who had previously participated in Uber-ridesharing services, one of the largest ridesharing platforms in Bangladesh. Subsequently, data were analyzed based on the structural equation modeling technique using SmartPLS 3.3.3.

The study findings revealed that hedonic value, utilitarian value, epistemic value, symbolic value, e-Attitude, smartphone use, internet use, e-Involvement had a direct significant positive impact on behavioral intentions. Also, e-Attitude significantly impacted hedonic, utilitarian, and epistemic value. In addition, Smartphone use, internet use, and e-Involvement significantly influenced e-Attitude. Moreover, the study findings revealed that hedonic, utilitarian, and epistemic value partially mediates between e-Attitude and behavioral intentions; and e-Attitude partially mediates between Smartphone use, Internet use, and e-Involvement and hedonic, utilitarian, and epistemic value and behavioral intentions. Furthermore, the results indicate that epistemic value significantly moderates the relationship between hedonic, utilitarian, and epistemic value and behavioral intentions.

This study uncovers some insightful findings for ridesharing services providers and managers helping to build customers' positive behavioral intentions towards Uber-ridesharing services. In particular, practitioners can improve cost-efficiency, hedonic and symbolic aspects, availability of rides of Uber-ridesharing services. Moreover, the ridesharing services managers should adopt technology-based service opportunities.

The study enriches sharing economy literature, especially ridesharing services, exploring the direct effect of epistemic value, e-Attitude, smartphone use, Internet use, and e-Involvement on behavioral intentions. Moreover, this study presents smartphone use, Internet use, and e-Involvement as new antecedents of e-Attitude and behavioral intentions. Furthermore, the study explores the mediating effect of hedonic, utilitarian, and epistemic value and e-Attitude; and the moderating effect of symbolic value in Uber-ridesharing service perspective.

The digital platform-based sharing economy has become ubiquitous all over the world. In this paper, we explore how market actors’ conflicting interpretations of digital platforms’ business models give form and shape value co-creation and capture practices in contexts marked by weak institutions and underdeveloped markets.

Integrating insights from the broader literature on digital platforms and the contemporary turn to “meaning-making” in social theory, we adopt a problematization method to unpack the collective contest over the interpretation of value co-creation and capture from ridesharing platforms in contexts marked by weak institutions and underdeveloped markets.

Collective contest over the interpretation of digital business models may give rise to competing meanings that may enable (or impede) digital platform providers’ ability to co-create and capture value. We present an integrative framework that delineates how firms caught up in such collective contests in contexts marked by weak institutions and underdeveloped markets may utilise such conditions as marketing resources to reset their organising logic in ways that reconcile the conflicting perspectives.

The paper presents propositions constituting a contribution to a meaning-making perspective on ridesharing digital platforms by offering insights into how digital business models could potentially be localised and adapted to address and align with the peculiarities of contexts. It goes further to present a theoretical model to extend our understanding of the different sources of contestation of meaning of digital platforms.

The meaning-making perspective on digital platforms extends our understanding of how the collective contest over interpretations of value co-creation and capture may offer a set of contradictory frames that yield possibilities for ridesharing platform providers, and their users, to assimilate the organising logic of digital business models into new categories of understanding.

This paper explores economic moralities in self-organised alternative economies and argues that the diverse economies approach is particularly useful in elaborating the self-understandings of such economic communities. The analysis focuses on two types of alternative economies in Finland: ridesharing and timebanking.

Through qualitative data, the paper looks into moments of negotiation where economic moralities of self-organised alternative economies are explicitly debated. The main research data consists of social media conversations, supplemented by a member survey for the participants of the studied timebank. The data are analysed through theory-guided qualitative content analysis.

The analysis shows that the moments of negotiation within alternative economies should not be understood as simple collisions of mutually exclusive ideas, but rather as complex processes of balancing between overlapping and partly incommensurable economic moralities. While self-organised alternative economies might appear as functionally uniform at the level of their everyday operations, they still provide considerable leeway for different conceptions of the underlying normative commitments.

To date, there is little qualitative research on how the participants of self-organised alternative economies reflect the purpose and ethics of these practices. This study contributes to the body of diverse economies research by analysing novel case studies in the Finnish context. Through empirical analysis, this paper also provides a theoretical framework of how the different economic moralities in self-organised alternative economies can be mapped.

Bridging noted gaps in the sharing economy and corporate social responsibility (CSR) literatures, the purpose of this paper is to investigate how an organization-sponsored sharing platform – a new class of information technology (IT) and the sharing economy ideal – is given meaning as a CSR program for internal stakeholders.

The research involves phone interviews conducted with site coordinators of the Zimride by Enterprise® ridesharing platform in 25 organizations.

This case study reveals that two component processes of organizational sensemaking – sensegiving and sensebreaking – are underlying micromechanisms used by organizations to enact a sponsored sharing platform as a CSR program. Qualitative analyses demonstrate that every meaning given to Zimride remained open to sensebreaking during its implementation. As such, site coordinators were continuously drawn into sensemaking about Zimride’s cognitive, linguistic and conative dimensions as a CSR program and had to exert ongoing effort to stabilize its socially (re)constructed meaning within their organization. Furthermore, site coordinators’ sensegiving narrative about Zimride was often undermined by their sensebreaking communications and organizational actions, albeit unintentionally.

Sponsoring a sharing platform to facilitate collaborative consumption can deliver triple bottom line benefits for both organizations and their members, but it may not. The key to accruing this potential shared value lies is how site coordinators navigate organizational sensemaking about these IT-enabled CSR programs.

This paper provides valuable insights into these sensemaking processes and develops a prescriptive framework for enacting an organization-sponsored sharing platform as a CSR program.

This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services.

PCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online survey. To test the hypotheses, structural equation modelling was used via AMOS 22.0.

Findings reveal that PCSR has a significant influence on consumer brand trust and brand identification. However, no direct relationship is observed between PCSR and brand commitment. The effect of PCSR and brand commitment is significantly mediated by brand trust and brand identification.

The investment of resources in corporate social responsibility (CSR) activities has many advantages because it increases trust and identification towards the brand. Ridesharing business firms are growing in size, so they should harness CSR activities by investing money into them that benefits society.

Sharing economy services have the potential to assist the global and local economy towards environmental friendliness. Yet, there is a lack of research on how the sharing economy model works the social responsibility aspects of the model and its impact on consumer response. This study assesses the dimensions of PCSR and its influence on brand commitment via a brand trust and brand identification towards ridesharing services.