Why continue sharing: Determinants of behavior in ridesharing services

Abstract

The sharing economy is revolutionizing the way consumers use goods and services. The aim of this study is to understand consumer motivations to be satisfied and to continue using ridesharing services. With this aim, we modify and extend the expectation–confirmation model by including social value as an additional factor to those previously studied in the literature. Data were collected from 258 users of BlaBlaCar, one of the world leaders in ridesharing services. Social value positively affects satisfaction and has the second strongest total effect on continuance intention among the motivations in our model. Our results highlight that satisfaction of ridesharing users is driven by service quality, perceived usefulness, environmental impact, trust, and social value; and that all those factors joined for economic benefits affect continuance intention directly or indirectly through satisfaction. These results have important theoretical and managerial implications.