Customer acceptance of ride-hailing in Indonesia

What is it about?

Digital transformation of businesses is happening across the globe at various levels. The Internet and the global adoption of smartphone and wireless broadband technology have revolutionized businesses and new business models that capitalize the digital transformation have been blossoming. Some of these business models are disrupting the conventional model and ride-hailing is one of them. Ride-hailing is very popular in Indonesia; it started in 2015 with motorcycle ride-hailing in the capital city, Jakarta, and the quickly expanding across Indonesia with various extended services available for customers. This paper investigates the customers’ acceptance of ride-hailing in Indonesia. We adopt some constructs from Unified Theory of Acceptance and Use of Technology (UTAUT) as the framework for our study to derive factors that influence the adoption of ride-hailing in Indonesia. We found that Performance Expectancy, Social Influence, and Habit are determining factors of customer acceptance for ride-hailing in Indonesia.

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