The Role of Experience and Social Influence on Continuation Intention to Use Ride-Hailing Services Green SM

Abstract

Purpose: This study aims to analyze the dynamic impact of experiential factors and social influence on the intention to continue using the Green SM pure electric technology car booking service in Ho Chi Minh City.
Design/methodology/approach: The novelty of the research model is that it is designed with a combination of the S-O-R framework, UTAUT2 and Experience Theory; in which social influence plays a stimulating role, experiential factors(expected effort, favorable conditions, expected performance, value, trust) play a mediating role, and the intention to continue using is the dependent variable.
Findings: The results of PLS-SEM analysis based on online survey data from 272 young customers show that experiential factors all have a positive impact on the intention to continue, in which trust has the strongest influence. Social influence does not have a direct impact but an indirect impact through experiential variables, which confirms the central role of experience in maintaining the behavior of using SM green services.
Originality/value: The proposed managerial implications are significant in enhancing experience, increasing competitive advantage and promoting sustainable green transportation trends.