5th European International Conference on Industrial Engineering and Operations Management

The Antecedents and Marketing Outcome of Customer Trust in the On-demand Ridesharing Platform

Fandy Christianto, Jonathan Raharja, Rajendra Khalil Afif & Evelyn Hendriana
Publisher: IEOM Society International
0 Paper Citations
Track: E-Business and E-Commerce

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.

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

Published in: 5th European International Conference on Industrial Engineering and Operations Management, Rome, Italy

Publisher: IEOM Society International
Date of Conference: July 26-28, 2022

ISBN: 978-1-7923-9161-3
ISSN/E-ISSN: 2169-8767