Abstract
This study examines baby boomers’ continuous usage intention toward ride-hailing apps utilizing the mobile technology acceptance model (MTAM), with mediating (perceived values) and moderating (self-efficacy and service quality) roles. Purposive sampling was used to collect primary data from 301 Indian baby boomers, evaluated using measurement and structural models. Results revealed that MTAM factors (mobile ease of use and usefulness) significantly impacted the perceived values (utilitarian and hedonic), attitude, and continuous usage intention of ride-hailing apps, also revealing associations between key variables contributing to a positive attitude about and continuous usage intention of these apps. Implications for ride-hailing businesses are discussed.
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