Abstract
Decarbonizing private transport is crucial in the highly polluted cities of low- and middle-income countries, such as Vietnam. In motorcycle-dominated megacities, this means gradually converting the conventional motorcycle fleet into e-motos. In this study set in Hanoi, we examined the factors that explain existing e-moto riders' attachment to this mode. For this purpose, we built a novel theoretical framework called VEMM (Values and Expectations in Mobility Model), which combines the constructs of the Expectation Confirmation Model (ECM) and the Value-Based Adoption Model (VBAM). Survey data collected from 481 e-moto users in Hanoi were analysed by applying a Partial Least Squares Structural Equation Model (PLS-SEM). We find that the enduring intention to use e-motos is positively related to perceived value, user satisfaction, and perceived usefulness. We controlled for riders' gender, age, education, and living area but only education was statistically significant. Overall, we found that the perceived value of e-motos owes more to the perceived benefits (usefulness, enjoyment, and eco-friendliness) than the perceived costs (risk, price, technicality, habit, and stigma) of this mode. Based on these findings, we recommend that manufacturers consider the critical role of values when designing and promoting e-motos.
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