Factors Influencing Drivers' Trust toward Taxi-Hailing Platforms and Riders in Ethiopia, and Their Impact on Continuance Intention
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Date
2023-06-04
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A.A.U
Abstract
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.
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Taxi-Hailing Platforms and Riders in Ethiopia, and Their Impact on Continuance Intention