Track: E-Business and E-Commerce

Abstract

In the on-demand ridesharing services (ODRS), a business revolves around situations that urge individuals to rely on parties they have never encountered. As uncertainties are inevitable, trust acts as the fuse that ignites the whole industry. Currently, few scholars have studied trust dimensions concerning the ODRS, particularly in developing countries. This study aims to grasp a complete understanding of trust in this industry by incorporating its antecedents: familiarity and reputation, with the multiple dimensions of trust: trust in a peer, a platform, and a product; alongside its implication towards its continuance intention to use. The study involved 215 respondents and a PLS-SEM method was utilised. The result shows that reputation significantly influences trust’s multiple dimensions, while familiarity does not. Furthermore, all trust dimensions significantly contributed to the continuance intention to use. Companies can use this study to construct trust and stimulate intention to participate in the ODRS.

Keywords
Continuance intention to use, familiarity, ODRS, reputation, trust.