Article · Spanish Journal of Marketing - ESIC · October 31, 2023

Analysing user well-being in ridehailing services

Aijaz Ahmed Shaikh, Francisco José Liébana-Cabanillas, Majed Alharthi, Hawazen Alamoudi, Heikki Karjaluoto

Abstract

Although the sharing economy is believed to have provided people with greater comfort and convenience, it is not clear if it positively impacts with consumers’ well-being. We offer a conceptual model for understanding the linkages between the antecedents and consequences of subjective well-being in the context of ridesharing platforms. We applied a structural equation model to a survey sample of 450 individuals to analyze the data. Our findings suggest that the quality of experience, perceived value, and perceived convenience are correlated with subjective well-being. Personal innovativeness was not found to be correlated with subjective well-being, as the former does not contribute to the development of the latter. Among the outcome variables, customer relationship proneness was found to be significantly correlated with subjective well-being, followed by customer usage intention and consumer advocacy. With regard to gender and age differences, men placed a higher value on customer relationship proneness than women do, while women placed a higher value on subjective well-being than men do. Older users were found to value perceived convenience and customer relationship proneness in ridesharing platforms more than younger users do. The theoretical and managerial implications and ideas for future research are presented herein.

Transportation and Mobility InnovationsSharing Economy and PlatformsTechnology Adoption and User Behavioursubjective well-beingsharing economyquality of experience

Analysing user well-being in ridehailing services

Abstract

More by Dr. Aijaz A. Shaikh