Differences in consumer intention to use on-demand automobile-related services in accordance with the degree of face-to-face interactions

Abstract

It is important to examine the factors whereby consumers adopt on-demand services, particularly the factors related to consumer safety, to obtain the sustainable growth of on-demand services. Because consumers face physical risks as they confront service providers in person when using these on-demand services, unlike with traditional online services. This paper analyzed the effect of the level of face-to-face interaction between consumer and service provider with the adoption of on-demand services using an extended technology acceptance model. The result shows that the effects of the factors including perceived safety on adoption of on-demand services was different according to the type of on-demand services classified by the level of face-to-face interaction.