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Publicação
On-demand ride-hailing services: A study on the main reasons that motivate consumer engagement
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Orientador(es)
Resumo(s)
This research aims to examine the motivations that make customers to engage with on-demand ride-hailing service and what influences their decision. To do so, the study was based on the research from Mogilner & Aaaker’s (2009) about the time versus money effect and on the application of the busy mindset concept from Bellezza, Paharia, & Keinan (2017). The research analyses whether the temporal and/or the monetary orientation influences the motivation to use this type of on-demand service and it also explores the motivation that is influenced most: experience, social influence, sustainability, or psychological ownership. In this respect, an online survey was adopted and to evaluate the results of the study it was chosen the structural equation modelling (SEM). The participants (residents in Brazil or Portugal) should have used the on-demand ride-hailing service at least once on the last 12 months. The inquiry was composed by thirty-eights statements separated into seven subgroups and the audience answered it using a 7-point Likert scale. The findings that experience and sustainability are the main motivation to consumers’ engagement with the on-demand ride-hailing services reinforce to the industry the importance of consumer’s experience and their concern about the environment. As a conclusion, the research found out that temporal orientation has stronger effects on the engagement than the monetary one.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
On-demand ride-hailing service sharing economy time and money experience engagement