International Journal of Business and Economics Volume 20, No. 2 September, 2021

Acceptance of Ride-sharing in India: Empirical Evidence from the UTAUT Model

Shailesh Pandita

Research scholar, Shri Mata Vaishno Devi University (SMVDU), Katra-182320, J&K, India

Surabhi Koul

Assistant Professor, School of Business Management, NMIMS University, Navi Mumbai, India

Hari Govind Mishra

Associate professor Shri Mata Vaishno Devi University (SMVDU), Katra-182320, J&K

Abstract

Since the inception of the term "sharing economy," it remains in a contested realm but contributes to the incarnation of neoliberalism, especially in the developed nations. In the Indian economic scenario, this domain is still in its nascent phase, and this paper targets to investigate the adoption of ride-sharing services in India by applying the unified theory of acceptance and use of technology (UTAUT) model developed by Venkatesh et al. 2003. Adopting a survey-based research design; this quantitative research investigates the behavioral intention of the Indian customers towards ride-sharing services. A total of 287 respondents from northern India participated in the research, and Structural equation modeling (SEM) validates the conceptual framework. The study highlights the significant positive relationship between the "performance expectancy", "effort expectancy", "social influence", "facilitating conditions" and "behavioral intentions", with the "social influence" as the most influential determinant amongst all other variables.

Keywords：Sharing Economy, Ride-Sharing, UTAUT, Technology  Adoption, Behavioral Intention.

JEL Classifications：M00, M10, R40.

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