Abstract
AbstractThe paper’s intention is to investigate the behavioral intentions of consumers towards the adoption of Uber with focus on effects of digitalization and shared economy on the adoption of Uber. The aim of the article is to examine the cultural factors of Bangladesh and Pakistan, which are leading people towards adopotion of non traditional source of transport. Particularly, these countries’ comparison was not done before by other researchers. Theory of Planned Behavior integrated with Hofstede’s Cultural Dimensions has been used to examine the Behavioral Intention of customers of these two countries towards adoption of Uber in the research. A great comparison was done in the study by using factors of TAM, TPB and Hofstede Cultural Models. Dependent variables played important roles in showing positive and negative attitudes on independent variables. This article’s findings show that “Risk” negatively affects the Behavioral Intention. Research data is collected through online close-ended questionnaires from 145 total respondents, which limits the generalization of the study. At the end, where it identified “female” as a bigger market and provided an opportunity for Uber to categorize the risks prevalent in the society and define new strategies by adapting to the local culture by being a global company. Factors examination produced a great findings which created recommendations for future researchers followed by a conclusion.
Highlights
The transport sector has been facing problems in many a country due to enhanced urbanization because of globalization and concentration of industries in big cities
This has been possible with the invention of the internet, or with digitalization. This digitalization has transformed the ways of businesses by actively responding to the rapidly changing needs of people. It has to compare the resources possessed by different entities for the collective benefits of the society, establishing the shared economy
Compared to Pakistani customers, Bangladeshi customers have responded more, and it shows that this ride-sharing is more popular in Bangladesh
Summary
The transport sector has been facing problems in many a country due to enhanced urbanization because of globalization and concentration of industries in big cities To overcome these challenges of increased urbanization, better urban transportation is inevitable to reduce poverty and enhance economic growth. For this purpose, there is a need to decrease dependencies upon traditional modes of doing business in the transport sector. Shared economy is a sustainable economic system built around the sharing of private assets (Korona & Grzunov 2014) This sharing of resources with the help of technology brings the underutilized resources into mobilization, and maximum output would be possible from limited resources. Uber had accumulated over $1.5 billion in venture capital and operates in more than 70 cities in 45 countries (Cusumano, 2015) by aiming to gather
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
