Factors determining the intention to use peer-to-peer ride- hailing service platforms in Pakistan

Abstract

Since the rapid popularity of platforms like Careem and Uber in Pakistan, the concept of peer-topeer ride-hailing and adoption of Sharing Economy has taken acceleration while inspiring digital startup industry to work towards this concept. This study examines the factors that lead to participation intention for peer-to-peer ride-hailing service platforms in Pakistan. Past studies on Sharing Economy in the context of peer-to-peer ride-hailing services have discussed Economic Reward, Security Risk and Platform Quality in relation to Participation Intention but not together with Self-Efficacy, and also not in the context of a Developing Country like Pakistan. Quantitative analysis through self-administered Likert scale questionnaire was used to gather data. It is examined by this study that all factors being studied in the scope greatly impact the intention of users to participate in the sharing economy peer-to-peer ride-hailing service. Conclusion of this study is used to guide the digital entrepreneurs to work on such determinants and bring about new ideas that can cater the similar needs and bring leanness in our traditional lifestyle through digital innovation.