Factors affecting usage intention of PMDs in South Korea: S-O-R theory and the mediating effect

Abstract

Abstract This study investigates the factors that impact the intention to use personal mobility devices (PMDs) focusing on the role of perceived satisfaction and perceived trust in driving usage intention. A new research model was developed based on the stimulus-organism-response (S-O-R) theory to explore how stimuli, organisms, response factors, and two antecedents influence the intention to use PMDs. To gather data, we surveyed 444 current users and non-users of PMDs in South Korea and analyzed the results using partial least squares structural equation modeling and deep artificial neural networks. Perceived satisfaction and perceived trust have significant mediating effects on usage intention of PMDs. Additionally, the roles of stimulus factors and the two antecedents are confirmed, even though the significant relationships between a few factors for users and non-users are different. One crucial finding is the positive influence of government regulation on perceived risk factors. The results offer suggestions for PMD service providers about how to retain current users and attract non-users.