Why Rideshare?

Abstract

The growth in the use of online platforms in the sharing economy is generating great interest in the scientific community. This study seeks to discover what causes travelers to use ridesharing platforms. A theoretical model of causal relationships, evaluated with data collected in an online survey, using partial least squares structural equation modelling (PLS-SEM) is proposed. The results show that attitude towards ridesharing is a critical antecedent of intention to use. Travelers develop positive attitudes mainly due to the economic reward of making savings in travel costs. In addition, attitude is also positively influenced, although to a lesser extent, by perceptions of security and by the moral motivation to help other people. In contrast, the influence of social motivation is not significant. Practical implications guide platform managers in the design of their commercial strategies.