Motivators for Ride-hailing using in Brazil
DOI:
https://doi.org/10.5007/2175-8077.2022.e83278Keywords:
Ride-hailing, Technology, Consumer inductorsAbstract
The objective was to unveil the motivators for the use of ride-hailing services in Brazil from exploratory and confirmatory factor analysis with a sample of 2950 users. Six variables were evidenced that induce use with utilitarian consumption appeal, which were strongly impacted by technological facilitators. The results corroborate with a substantial part of research that indicates elements economic, socioeconomic and technological order as motivators of consumption, and refutes results indicative of aspects of a purely social and/or environmental nature by pointing out that the facilitators of access, consumption based on cost and personal interests superimposed on collective ones underlie the decision-making process of the consumer. The study is the most extensive survey carried out in the country so far and reveals the dimensions and variables that impact, from the point of view of users, the structuring related to the offer, representing an advance in proposing a permissive model of inferences regarding the reasons for use of service, with national coverage.
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