This study aims to understand the mechanism by which the value of ride-sharing services influences consumers’ continuance intention.
The authors collected data from 484 Chinese ride-sharing respondents and analyzed them using partial least squares structural equation modeling.
The results show that hedonic value, social connection value and environmental value positively affect consumers’ cognitive fit and emotional fit, while utilitarian value has no significant effect on either cognitive fit or emotional fit. In addition, both cognitive fit and emotional fit significantly affect consumers’ satisfaction and continuance intention. Furthermore, satisfaction mediates the effects of cognitive and emotional fit on continuance intention.
Ride-sharing practitioners should have a clear understanding of all the value dimensions of ride-sharing services, which would subsequently increase customers’ continuance intention.
This study defines and divides the dimensions of ride-sharing value and demonstrates the significant impact of environmental value on the sustainability of ride-sharing services. This study extends fit theory by dividing it into two dimensions.
