Exploring determinants of travelers’ discontinuance behavioral intention on integrated ride-hailing services: A perspective on perceived risk

Abstract

The emergence of integrated ride-hailing services offers significant conveniences. However, the involvement of multiple providers and the lack of regulation within integrated ride-hailing platforms yield potential adverse impacts. Considering the perceptive of risk perception, this study aims to examine the factors influencing travelers' discontinuance behavioral intention on integrated ride-hailing services. By employing a reflective-formative second-order structure, perceived risk is classified into perceived driver-related risk and perceived platform-related risk. Additionally, the influence of satisfaction and switching cost is included. To validate the theoretical framework, an empirical study was conducted with method of the Partial Least Squares Structural Equation Modeling. It shows that attitude, subjective norm, and perceived behavioral control jointly influence travelers' discontinuance behavioral intention of integrated ride-hailing services, thereby confirming effectiveness of the theoretical framework. Noteworthily, perceived behavioral control is the strongest factor influencing discontinuance behavioral intention. Perceived risk, encompassing both driver-related and platform-related factors, negatively impacts satisfaction and attitude, subsequently influencing discontinuance behavioral intention. Further, perceived platform-related risk shows a higher impact than perceived driver-related risk. Moreover, switching cost exhibits negative correlations with both satisfaction and attitude, while satisfaction positively correlates with attitude. However, both factors negatively influence travelers' discontinuance behavioral intention regarding the service. Overall, these findings deepen the understanding of travelers’ discontinuance behavioral intention concerning integrated ride-hailing services and offer valuable insights to manage risks effectively for service providers.