Browsing by Author "Kalkidan Kassahun"

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    Factors Influencing Drivers' Trust toward Taxi-Hailing Platforms and Riders in Ethiopia, and Their Impact on Continuance Intention
    (A.A.U, 2023-06-04) Kalkidan Kassahun; Zelalem G/Tsadik (PhD)
    In Ethiopia, taxi-hailing service is in its initial stages compared to other countries, and the service is not well known. Despite this, using taxi-hailing services is becoming increasingly popular among Addis Ababa residents and organizations. Following this practice, recent problems of theft and murder have arisen that targeted taxi-hailing service drivers, and this has led drivers to lose their trust toward the taxi-hailing platform and riders, which has led to concerns of continued intention. Hence, this thesis focuses on examining the influencing factors of drivers trust towards the taxi-hailing platform and riders in Ethiopia and their continued intention. This quantitative study developed and tested a model using structural equation modeling and SMARTPLS 4.0 software by reviewing prior literature, utilizing pre-data information from tax-hailing companies, and conducting an online survey with a sample size of 380 using the simple random sampling method. In contrast to the modified model, these findings suggested that factors influencing suppliers' (drivers') trust toward taxi hailing platforms and riders in Ethiopia and their impact on continuation intentions are multi-factorial, which is not only a function of platform-based social, technical, economic, and privacy factors but also trust in peer factors, which include trust in the consuming peer's ability, benevolence, and integrity. Based on the findings of the research, the economic factor, privacy assurance factor, and trust in peers factor play a strong role in creating trust and their continued use. Therefore, taxi-hailing service companies should work to improve these factors. In addition, social and technical factors are also significant in determining drivers’ continuation intentions.