Understanding consumer continuous usage intention of ride-hailing services: a model based on efficacy and hostility attribution theory

Abstract

The general adoption of ride-hailing services is contingent on removing the negative media's influence and improving consumers' willingness to use them in the future. It is very important for ride-hailing platforms and governments to promote users' willingness to continue using and retain consumers. On the basis of efficacy theory and adversarial attribution theory, combined with perceived risk and trust, The goal of this study is to figure out what factors influence women's propensity to continue utilizing ride-hailing services. We conducted data analysis on 400 respondents by means of questionnaire survey and structural equation model. Our empirical results suggest that efficacy theory and adversarial attribution theory can provide a strong basis for investigating the continued willingness of female consumers to adopt ride-hailing services. Trust is positively correlated with continuous usage intentions. Self-efficacy and proxy efficacy are positively correlated with trust, while hostile attributional style is negatively correlated with trust. Proxy efficacy is negatively correlated with hostile attributional style. In addition, perceived risk positively affected self-efficacy, and proxy efficacy positively moderated the relationship between self-efficacy and trust.