Personalized human-computer interaction as an information source for ride-hailing platforms: behavior intention perspective

Abstract

Purpose

This paper adds risk perception and personalized human-computer interaction to the technology acceptance model, and further analyzes the impact of personalized unmanned ride hailing on users' behavior intention.

Design/methodology/approach

This study model was tested using a sample of 299 social media users from China and we apply structural equation modeling (SEM) to build the theoretical framework.

Findings

Our results show that perceived ease of use has a greater positive impact on behavior intention compared to perceived usefulness. In addition, we find that the impact of risk perception on behavior intention is manifested in a number of ways, including people’s risk perception of the new technology, people’s risk perception of data leakage, and so on. Finally, we find that users’ personalized human-computer interaction has a positive effect on their perceived ease of use, perceived usefulness, and behavior intention.

Originality/value

Our study contributes to illuminate the pivotal role of tailoring the human-computer interface to individual preferences and needs for ride-hailing platforms from the perspective of behavior intention.

Citation

Li, J., Ling, R., Sun, F., Zhou, J. and Cai, H. (2024), "Personalized human-computer interaction as an information source for ride-hailing platforms: behavior intention perspective", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-04-2024-0460