Adoption of Ride-Hailing Apps in the Shared Economy: Extending UTAUT2 with mediating variables

Objectives: This study examines the factors that influence the usage and adoption of ride-hailing applications in the context of sharing economy in Saudi Arabia. To assess ride-hailing app user engagement and satisfaction, the study utilizes UTAUT2 model with e-trust and e-satisfaction as mediators. Methods/Approach: Data collection was done through Self-administered questionnaires shared over social media through unrestricted non-probability convenience sampling technique. In the study, a total of 899 adults aged 18 and older participated. All the hypothesis testing were done using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The results of this study show that few variables of UTAUT2 model such as performance expectancy, social influence, and habit have significant effect on e-hailing app usage intention. Facilitating factor also significantly influence usage behavior. Furthermore, E-Trust built on privacy, availability, and reputation, plays a pivotal role in enhancing user satisfaction with the ride-hailing apps, which, in turn leads to e-loyalty among customers. Conclusions: This study reveals and emphasizes how e-trust and satisfaction drive customer loyalty in e-hailing services. The findings provide practical implications that are useful for developers of apps and vendors of services and suggest the focus on how to improve user experience and achieve retention. Future studies may incorporate UI and UX aspects within the model to contribute technical side of app development. The findings of this study align and reflect Saudi Arabia's Vision 2030 goal of encouraging sustainable and technology-driven mobility solutions, emphasizing the role of e-hailing apps in transforming the future of urban transportation).