The Effect of Ride-Sharing Institution on Consumer Behavior Intention

• 1、College of Management and Economics, Tianjin University, Tianjin 300072

Abstract：With the background of sharing economy, ride-sharing service has been increasingly well-accepted by consumers in recent years. Based on theory of reasoned action, valence theory and institution-based trust theory, this paper builds a research model which uses four institution approaches that assurance system, technical security, transaction monitoring and feedback mechanism as control means to promote consumer behavior, and proposes related hypotheses as well. Date used in the study is from our primary questionnaire survey of consumers in China\'s largest ride-sharing platform-DiDiChunXing. Our research model is tested by the partial least squares structural equation model（PLS-SEM）. The results of the empirical analysis confirm that institution approaches can increase consumer trust and reduce the perception of consumer on the risks of ride-sharing, but the influence of feedback mechanism is not significant. Moreover, perceived risk and perceived relative benefits mediate the effect of consumer trust on behavior intention. Finally, managerial implications, limitations and future research avenues are put forward to conclude our study.

Keywords： Ride-Sharing Service Institution Consumer behavior PLS-SEM