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All Journal Journal of Economics, Business, & Accountancy Ventura The Asian Journal of Technology Management (AJTM) Performance : Jurnal Bisnis dan Akuntansi Seminar Nasional Ilmu Terapan
Fauzi, Abu Amar
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media

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Journal : The Asian Journal of Technology Management (AJTM)

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Toward Platform-Economy Continuity: Do Descriptive Norms and Perceived Product Attributes Matter to Youths who Use Ride-Hailing Apps? Fauzi, Abu Amar
The Asian Journal of Technology Management (AJTM) Vol. 15 No. 2 (2022)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2022.15.2.5

Abstract

Abstract. This study investigates how descriptive norms and perceived product attributes (utilitarian and hedonic benefits) influence the intention of young consumers to continue to adopt ride-hailing apps. We developed a conceptual model drawing upon the socio-technical theory by involving 333 Indonesian users of ride-hailing apps and estimating the model using the statistical tool of PLS-SEM-based software. The findings showed that social aspects (descriptive norms) and technical aspects (utilitarian and hedonic benefits) significantly influence young consumers to adopt ride-hailing apps. Intriguingly, a positive perception of the apps’ benefits is instrumental for encouraging young consumers to continue to adopt ride-hailing apps when descriptive norms appear, when peers in their social circle widely adopt similar apps. This study highlights the unique behavior of young consumers in adopting ride-hailing apps by accentuating the role of descriptive norms and perceived product attributes from the perspective of socio-technical theory. This study provides practical recommendations for digital platform providers, particularly TNCs (Transportation Network Companies), which offer ride-hailing services to address the young consumer segment with a community-based marketing approach to maintain their continued adoption.   Keywords: Continuation intention, platform economy, digital platform, ride-hailing services, socio-technical theory, young consumers
Co-Authors afred suci, afred Lucky Lhaura Van FC, Lucky Lhaura Mochamad Nurhadi, Mochamad prama widayat, prama Salsabillah, Alif Safira satria tri nanda, satria tri Sri Maryanti Tatik Suryani