This paper by Zhu et al. aims to investigate what motivates consumers to adopt ridesharing applications. Using social cognitive theory as the theoretical framework, the study develops a value adoption model to illustrate important factors that influence adoption of ridesharing applications.
The results indicate that self-efficacy is a fundamental factor that has a direct
effect on consumers’ perceptions of value and an indirect effect on behavioral intentions. Second,
it also demonstrates that functional value, emotional value and social value are critical
antecedents of overall perceived value of ridesharing applications. On the other hand, learning
effort and risk perception are not significant perceived costs for consumers in adopting ridesharing