Exploring the Behavioral Intention to Use Collaborative Commerce: A Case of Uber

Abstract

The goal of our research study is to develop a hybrid instrument built on the revised Unified Theory of Acceptance and Use of Technology (UTAUT2) framework, which is reliable in predicting the behavioral intention to use the Uber ridesharing app. It focuses on extending the UTAUT2 in collaborative consumption, particularly from a consumer and ridesharing-app perspective. Our proposed framework, UTAUT-CC, preserves existing UTAUT2 constructs – performance expectancy, effort expectancy, social expectancy, and facilitating conditions. It also retains demographic moderating variables of age and gender, while maintaining some of the key integral relationships depicted in those models. We integrated three new constructs deemed relevant in linking collaborative consumption and a sharing economy – price, trust, and convenience. We incorporated elements of online and offline services (O2O) together from respective perspectives of mobile technology and ridesharing. Our overall model explained 70.5% of the variance of behavioral intention of Uber. We concluded the paper by exploring actionable implications for practitioners and scholars.