“Assessment of Risk Perception and Intention to Continue or Discontinue the Use of Ride-Hailing Services (Uber, Careem, In-drive, etc.)”
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Date
2023
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Abstract
Ride-hailing services have become enormously popular in recent years with advancement in technology. These services, which allow users to not only view the details of the drivers but also track their trips, and provide feedback on their experience. In addition, ride-hailing services have experienced an increase in demand in the world wide during the current pandemic because they offered a safer alternative compared to public transport that often fail to comply with precautionary measures. The main aim of the paper is to assess customers' attitude toward ride hailing services, to assess the user’s perception to continue or discontinue ride hailing and to identify factors affecting user’s perception regarding ride hailing services. The purpose of this research paper is to explore risk perception and intention to use paid navigation services. The study will primarily examine factors that contribute to users' risk perception, including personal experiences, media influence and perceived power over safety. The questionnaire analysis, descriptive analysis using SPSS and PLS-SEM have been used to perform the analysis in the research paper. To strengthen safety measures, enhance transparency, introduce user feedback mechanisms, and enhance driver training, collaboration with law enforcement, offer alternative transportation options and to conduct periodic safety campaigns are some recommendations given in the research paper. This research contributes to the existing body of knowledge on risk perception and user behavior in ride-hailing services. As the industry continues to evolve, a user-centric approach that prioritizes safety will be crucial for its long-term success and sustainability.