Title: Understanding the influence of user adaptation on the continuance intention towards ride-hailing services: the perspective of management support

Authors: Minh-Tri Ha; Giang-Do Nguyen; Mai-Lan Nguyen; Ai-Cam Tran

Addresses: Department of Marketing, School of Business, International University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam; Vietnam National University-Ho Chi Minh City, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam ' Department of Marketing, School of Business, International University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam; Faculty of Business Administration, Department of Logistics and Suppy chain Management, Nguyen Tat Thanh University, 300A Nguyen Tat Thanh Street, District 4, Ho Chi Minh City, 70000, Vietnam ' Human Resource Management Department, Nguyen Tat Thanh University, 300A Nguyen Tat Thanh Street, District 4, Ho Chi Minh City, 70000, Vietnam; Management – Business Administration Faculty, Malaysia University of Science and Technology, Selangor, 47810, Malaysia ' Human Resource Management Department, Nguyen Tat Thanh University, 300A Nguyen Tat Thanh Street, District 4, Ho Chi Minh City, 70000, Vietnam

Abstract: This study investigates the influences of management support and behavioural adaptation on continuance intention to use ride-hailing services. Based on an extended expectation-confirmation model and by incorporating management support and user adaptation, this study proposes a research model and verifies the hypotheses using structural equation modelling with data gathered from face-to-face interviews of 472 user-drivers of dominant ride-hailing companies in Vietnam. The findings reveal that (1) perceived usefulness, satisfaction and behavioural adaptation have a determinant impact on continuance intention, (2) while management support has no significant direct association with continuance intention, the link is fully mediated by behavioural adaptation, and (3) user adaptation is also verified to be a partial mediator of the relationship of perceived usefulness and continuance intention. Both theoretical and managerial implications are provided to broaden the current understanding of the adaptation literature, suggesting that firms build stronger relationships with their user-drivers, thus sustaining firm success.

Keywords: behavioural adaptation; continuance intention; ride-hailing; applications; user-driver; management support; Vietnam.

DOI: 10.1504/JGBA.2022.127208

Journal for Global Business Advancement, 2022 Vol.15 No.1, pp.39 - 62

Received: 16 Aug 2022
Accepted: 02 Sep 2022
Published online: 28 Nov 2022 *