Customer’s acceptance of the e-hailing application. How well do ease, physical security, relative advantage, social influence, and trialablity matter?

Abstract

E-hailing services have a pivotal role in mitigating traffic congestion and decreasing the volume of private vehicles on the streets, thereby amplifying the effectiveness of the road transportation network. It provides income opportunities for drivers who can work flexible hours and utilize their own vehicles to earn money. Nevertheless, various obstacles stand in the way of the growth of e-hailing services, with customer acceptance being a prominent concern. Consequently, the primary objective of this research is to assess the extent to which the community embraces e-hailing applications, specifically focusing on Grabcar. By employing a systematic random sampling technique, a total of 345 individuals participated in this comprehensive study. The outcomes, analyzed through the lens of the Diffusion of Innovations Theory, reveal that the relative advantages, ease of use, trialability, social influence, and physical security significantly shape individuals' acceptance to adopt the Grabcar application. The findings of this study carry substantial implications for academic scholars and policymakers alike, guiding the creation of innovative strategies to optimize the potential of digital application services. As future research evolves, it may diverge from these findings to delve into qualitative aspects within this research realm, encompassing vital economic, social, and governance components. Such exploration would align with the ambitious pursuit of Sustainable Development Goals, reflecting a broader commitment to holistic societal advancement and responsible technological integration. Focusing solely on a specific region or demographic, this study's limitation could restrict its findings' broader applicability to a diverse population.