Ride-sharing offers flexibility and cost-efficiency, but presents security challenges, especially in developing countries. In Iran, a country with a longstanding tradition of ride-sharing, this study investigates how users perceive security, and which measures they consider effective. We collected survey data from 270 participants and applied factor analysis to identify latent dimensions influencing perceived security, including experiences, social influences, family norm, and religion. These factors and demographics were included in an ordered logit model to assess their impact on perceived security. Results show gender is the strongest predictor, with women reporting lower security than men. However, men also feel insecure, especially at night or outside urban areas. These findings underscore the need to combine gender-neutral and gender-sensitive strategies to ensure fairness while addressing the diverse security needs. Other significant variables include age, past harassment experience, media exposure, and family norms. Those with very low perceived security are less responsive to interventions than those with moderate or higher security. We also evaluated user preferences for a range of proposed measures. Cameras and tracking received strong support, with many expressing a willingness to pay for increased security. Security apps showed promise, but users stressed the need for better privacy, preventive functions, and real-time response.
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