The influence of social drivers on using ride-hailing services

Abstract

Purpose

The pandemic has severely affected sharing economy businesses specially ride-hailing services due to high levels of human-touch points. This research investigates the impact of COVID-19 infodemic, identification, and emotional support on intention to use ride-hailing. The authors further examine the moderating effects of internalization, compliance, social currency and informational support in the proposed conceptual model.

Design/methodology/approach

The data were collected from 412 respondents from Delhi in India, and hypothesized relationships were tested using hierarchical regression.

Findings

The results indicate that COVID-19 infodemic has a negative association with intention to use ride-hailing. Identification and emotional support show a positive association with intention to use ride-hailing. The results also support internalization and compliance as moderators between infodemic, identification and intention to use ride-hailing. Further, social currency and information support moderate the relationship between emotional support and intention to use.

Originality/value

This is the first research, which adds to the expanding literature on ride-hailing, especially during the post-pandemic period of “new normal”.

Citation

Rana, N.P., Singh, A., Parayitam, S., Mishra, A. and Bhatt Mishra, D. (2023), "The influence of social drivers on using ride-hailing services", Marketing Intelligence & Planning, Vol. 41 No. 7, pp. 854-879. https://doi.org/10.1108/MIP-05-2023-0223