Sirvi Autor "Liu, Pengyao" järgi

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Consumer adoption intention toward ride-sharing services: an empirical study of the Chinese market
(Tartu Ülikool, 2025) Liu, Pengyao; Poltimäe, Helen, juhendaja; Tartu Ülikool. Majandusteaduskond; Tartu Ülikool. Sotsiaalteaduste valdkond
This study examines the factors influencing Chinese consumers' intention to adopt ride-sharing services. Integrating prior research on technology acceptance and the sharing economy, the study has developed a model based on the Technology Acceptance Model (TAM) that incorporates perceived usefulness, perceived ease of use, economic benefits, convenience, trust, and risk perceptions. The research has tested the extended model using the structural equation modeling method based on data from 305 Chinese consumers. The results confirm that the TAM constructs of perceived usefulness and perceived ease of use have an obvious effect on consumers' adoption intention. Economic benefits become the strongest direct predictor of adoption intention, reflecting the practical orientation of Chinese consumers in the world's largest ride-sharing market. Although convenience has effects on perceived usefulness, it does not directly influence adoption intention, suggesting its impact has effects indirectly through enhancing service utility. Trust and risk perceptions show different levels of influence, with multiple effects across user segments. This study contributes to the theoretical understanding of technology-mediated service adoption in the Chinese sharing economy context and provides industrial guidance for ride-sharing platforms based on China's dynamic and competitive market. The findings provide creative insights for platform operators who are seeking continued growth strategies, for policymakers working to find the balance between innovation with consumer protection in this rapidly evolving industry.