Abstract
This study examines an online-based transportation service, which has become phenomenal in emerging countries. This study aims to reveal the characteristics of the users and identifies factors determining this lifestyle. This study employs a mixed-method approach, which combines a survey with an in-depth interview, to unveil the determinants of the lifestyle. A total of 225 valid data are used to map the motivations of the users and to segment them, followed by a content analysis of 10 in-depth interviews. The results suggest that the online-based transportation users are either ideal or achievement motivated and could be segmented into strivers, believers, innovators, achievers, and thinkers. Thinkers dominate the user segment. Moreover, this study also uncovers four determinants of the lifestyle across these five user segments, which is cost efficiency, speed, service value, and simplicity. This study is amongst the first to reveal determinants of choosing an online-based transportation.
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