Affiliation:
1. Indian Institute of Management, Jammu, India
Abstract
The study aims to explore the continuous usage intention of ride-hailing apps by millennials utilizing the TAM model with the mediation role of service quality. Purposive sampling was employed to collect primary data from 277 Indian millennials, and structural equation modeling was utilized to analyze the data. The findings showed that perceived ease of use boosted perceived usefulness, attitude, and hedonic value, while perceived usefulness substantially affected utilitarian value and perspective. It was shown that utilitarian and hedonic values strongly impacted millennials' opinions and continued the desire to use ride-hailing applications. Service quality seems to significantly moderate impact attitudes, utilitarian and hedonic values, and ride-hailing applications' continuous intention.