Journal of Retailing and Consumer Services 77 (2024) 103678

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Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Hey boomer, “your ride has arrived”: Are you willing to continue using the
ride-hailing app?
Umair Akram a, *, Rambabu Lavuri b, Swati Mathur c
a
The Business School, RMIT University, Ho Chi Minh, Viet Nam
b
Indian Institute of Management-Jammu, India
c
Institute of Public Enterprise (IPE), Hyderabad, Telanagana, India

A R T I C L E I N F O A B S T R A C T

Keywords: This study examines baby boomers’ continuous usage intention toward ride-hailing apps utilizing the mobile
Ride hailing technology acceptance model (MTAM), with mediating (perceived values) and moderating (self-efficacy and
Self-efficacy service quality) roles. Purposive sampling was used to collect primary data from 301 Indian baby boomers,
MTAM model
evaluated using measurement and structural models. Results revealed that MTAM factors (mobile ease of use and
Utilitarian value
Service quality
usefulness) significantly impacted the perceived values (utilitarian and hedonic), attitude, and continuous usage
Hedonic value intention of ride-hailing apps, also revealing associations between key variables contributing to a positive atti­
tude about and continuous usage intention of these apps. Implications for ride-hailing businesses are discussed.

1. Introduction (imarcgroup.com report, 2022)1; Likewise, the ride-hailing industry in

The ever-evolving taxi sector has been revolutionized by rapid
technological advancements and heightened customer awareness of the
need for efficiency and quick access to services (Fauzi and Sheng, 2021).
The growing sharing economy, technological innovation, and travel
demand have driven the development and launch of innovative travel
choices, and ride-hailing services are a new business model for the
sharing economy (Fauzi and Sheng, 2021). Ride-hailing apps are used to
book a vehicle, taxi, or another mode of transport via a mobile device or
computer (Chen et al., 2020; Jang et al., 2021). Meru Cabs, Uber,
Savaari, Ola, Zoom, Grab, and other popular ride-hailing service plat­
forms in India provide a wide range of services, and they have quickly
become an integral part of people’s daily lives. Technological ad­
vancements have enabled smartphone users to readily use ride-hailing
applications, while creating a market for transportation services based
on sharing private automobiles (Lau et al., 2021). In the worldwide
market, fast-growing ride-hailing services are expanding rapidly in
response to the need for prospective users (Jang et al., 2021). The
worldwide ride-hailing industry is predicted to increase from a present
value of $145.21 billion in 2021 to $230 billion in 2027, at a compound
annual growth rate (CAGR) of 9.6 percent between 2021 and 2027
India is predicted to increase at a CAGR of 2.47 percent between 2022
and 2026, with a market value of $39.03 billion in 2022 and $43.03
billion in 2026 (Statista Report, 2022).2
Indian ride-hailing services attract domestic and foreign entrepre­
neurs because of the country’s fast-growing population and mobile
phone usage, creating intense business competition. Parallelly, it sends
an important signal to ride-hailing companies to concentrate on either
acquiring new prospective users or maintaining existing ones (Devaraj
et al., 2020). Ride-hailing service companies may have a challenging
time attracting and retaining existing customers, as alternative appeal is
an essential factor influencing consumers’ decisions to switch services
(Jang et al., 2021). Ride-hailing services are used by 67% of Indian
consumers, including 26% of baby boomers, and this percentage is
predicted to increase by 2% by 2025. Similarly, 65% of customers utilize
it globally, and 28% of boomers use ride-railing apps, with a 6% increase
projected.
Because of competition from similar applications, no service pro­
vider can ensure that their customers consistently use their respective
apps; customers may quickly switch to other services of a similar kind if
they desire, and as there are no switching expenses, it is difficult to have
customers commit to using only their apps (Kasiri et al., 2017).

* Corresponding author.
E-mail addresses: akram.umair88@pku.edu.cn (U. Akram), rambabu.lavuri@gmail.com (R. Lavuri), swaticmathur@gmail.com (S. Mathur).
1
https://www.imarcgroup.com/ride-hailing-service-market.
2
https://www.statista.com/outlook/mmo/shared-mobility/india.

https://doi.org/10.1016/j.jretconser.2023.103678
Received 3 October 2022; Received in revised form 7 October 2023; Accepted 7 December 2023
Available online 15 December 2023
0969-6989/© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
U. Akram et al.
Consequently, the problem of ride-hailing app users’ continuing inten­
tion (CI) to utilize the service is important. For this reason, the role of CI
in utilizing ride-hailing applications must be investigated.
Companies must maintain their competitive edge by delivering
greater value than their rivals to keep their customers pleased. Con­
sumers feel happy or even excited if the service’s value exceeds their
expectations, stimulating their CI (Devaraj et al., 2020). Perceived
values (utilitarian and hedonic) are important in the mobile context, and
users place higher value on them (Lavuri et al., 2022a; Kim and Hwang,
2010; Fang, 2019; Tseng et al., 2021b). Utilitarian value (UV) is con­
cerned with functional advantages, while hedonic value (HV) is con­
cerned with customers’ experiences when using items or services
(Lavuri, 2021). Thus, it is crucial to examine these values in the current
study to understand the values in ride-hailing services that are essential
for consumers and those that are created to promote CI among users.
Baby boomers are the segment of the population born between 1946
and 1964, encompassing 13.69% of the Indian population and forming
the main fiscal force of today’s economy (Census 2011 India, ); the
group is characterized by people leading lavish lifestyles that require
enormous expenditure and a wide usage of mobile phones for making
calls, although the usage is quite low for mobile e-mails and mobile apps
(Lau et al., 2021). However, customers’ perspectives and attitudes
regarding ride-sharing apps have shifted significantly since the
COVID-19 pandemic broke out (Rasheed Gaber and Elsamadicy, 2021).
In addition, the pandemic has accelerated the utilization of Internet
services (Souiden et al., 2019). Moreover, customers, particularly baby
boomers, migrated dramatically to Internet platforms during the
pandemic, and companies and industries reacted (McKinsey Report,
2020). This change has led to the increased usage of online apps,
including ride-hailing apps.
Previous studies have highlighted the significance of recent techno­
logical advances in marketing, such as virtual assistants (Ratchford, 2020)
and branded mobile applications (Fang, 2019; Qing and Haiying, 2021).
In addition, other researchers have investigated the adoption of branded
mobile applications in various circumstances (Tseng, 2020; Mondal and
Chakrabarti, 2021; Tseng et al., 2021b; Hsieh et al., 2021), considering
both hedonic (Qing and Haiying, 2021; Akdim et al., 2022) and utilitarian
(Akdim et al., 2022) aspects. To the authors’ knowledge, very few
empirical studies have examined users’ intentions to continue using
ride-hailing applications (Fauzi and Sheng, 2021; Malik and Rao, 2019),
and limited studies have investigated the continued usage intention of
ride-hailing apps among baby boomers in the Indian context during the
pandemic period. Following a literature review, the current study seeks to
create opportunities and arguments to overcome the stereotype associ­
ated with the older generation being ignorant of technological advance­
ments (Santosa et al., 2021). Indeed, research is required to determine
whether baby boomers will continue to use ride-hailing apps. Therefore,
the purpose of this study is to address the gap in the current literature by
understanding the role and influence of the mobile technology acceptance
model (MTAM) factors and perceived values (HV and UV) in determining
the CI of ride-hailing service users among baby boomers, and whether
service quality (SQ) and self-efficacy (SE) can be considered important
moderators of ride-hailing app usage. Accordingly, we developed the
following research questions (RQs).
RQ1. Do MTAM variables (mobile ease of use (MEOU) and mobile
usefulness (MU)) positively affect baby boomers’ perceived values
(HV and UV) and attitudes toward their continuous usage of ride-
hailing apps?
RQ2. Do perceived values (HV and UV) positively mediate the as­
sociation between the MTAM variables and continuous usage of
ride-hailing apps?
RQ3. Will SE and SQ positively moderate the association between
perceived values and continuous usage of ride-hailing apps?
Finally, this study provides several important theoretical advances.
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Journal of Retailing and Consumer Services 77 (2024) 103678
Theoretically, this study extends the MTAM’s understanding of the
function of perceived value in mediating the quality of service provided
to baby boomers and their sense of SE in CI. We hope that the findings of
this research will help managers of ride-hailing companies build service
plans based on perceived values and create a new marketing approach.
2. Theoretical underpinning
2.1. MTAM (mobile technology acceptance model)
Davis (1989) designed the Technology Acceptance Model (TAM) to
probe consumers’ acceptance intentions for new technology (Sinha
et al., 2018; Lavuri et al., 2022a). Owing to its widespread applicability
and solid theoretical grounding (Chang et al., 2016), it is widely used for
researching technology adoption intentions (Villa et al., 2018). Since its
inception, TAM has undergone various revisions to address its short­
comings. To address the limited scope of TAM factors in a business
setting, Ooi et al. (2020) developed the MTAM based on the fact that the
use of technology is no longer restricted to organizational settings,
causing the kinds and complexities of activities to vary (Brown et al.,
2006). Many academics have attempted to leverage factors gleaned from
unrelated research to better characterize mobile adoption (Ooi et al.,
2020). This is a problem because there are significant differences be­
tween traditional electrical equipment and mobile devices. Mobile de­
vices, such as smartphones, have smaller screens and shorter battery
lives than desktop PCs (Lau et al., 2021).
In light of this, Ooi et al. (2020) thoroughly examined and expounded
on the shortcomings of a few well-known information technology models
in mobile studies. The MTAM was designed to better represent the mobile
situation, including MU and MEOU. This model’s acceptability lies in
forecasting model acceptance in various mobile/IT-enabled applications,
such as mobile learning acceptance, and the model’s simplicity and
adaptability; several academics have independently verified it and
assessed users’ desire to use the Internet as a platform (Lavuri et al.,
2022a). However, TAM factors alone cannot fully explain the adoption of
new technologies (Lau et al., 2021) because they only account for
approximately 40% of usage intentions and behavior variations (Legris
et al., 2003). This is because TAM is limited and does not include other
factors that are thought to be critical for adopting new technology (Lau
et al., 2021). Previous scholars have recommended the addition of extra
factors to solve this limitation (Phan and Daim, 2011). This might provide
a more comprehensive understanding of the factors influencing the
adoption of new technologies, particularly mobile services. Ooi et al.
(2020) use multidimensional factors to widen the scope of the MTAM
framework. This study takes a similar direction because the factors
contributing to successful adoption are multi-dimensional (Lew et al.,
2020; Lau et al., 2021; Yan et al., 2021). Thus, this research expands the
MTAM to include other important factors of ride-hailing mobile service
adoption, which would make it distinct from other forms of technology
adoption. Our study investigated the impact of MU and MEOU on
perceived values (HV and UV) and attitudes (mediations) on the intention
to continue using a ride-hailing mobile service in an emerging market,
with SE and SQ acting as moderators. Specifically, these factors were
significant predictors of baby boomers’ continuous usage intention of
ride-hailing apps. Fig. 1 depicts the research model empirically tested in
this study.
3. Literature and hypotheses development
3.1. MEOU
The TAM defines MEOU as the extent to which the user is expected to
be able to freely utilize the system or technology to make it simple for
them to find what they are looking for in mobile applications (Davis and
Venkatesh, 1996). MEOU directly influences perceived utility (MU);
hence, ease of use results in higher usefulness for the user (Davis, 1989).
U. Akram et al.
Fig. 1. Current study model.
Numerous researchers have examined the impact of MEOU on MU and
found a strong correlation and an increase in perceived HV (Fang, 2017;
Lavuri et al., 2022a) and improved individual attitudes toward using
new technology (Fauzi and Sheng, 2021). In the context of ride-hailing
applications, MEOU refers to the simplicity and flexibility of booking a
ride using an innovative phone application without additional effort
(Fang, 2017; Lau et al., 2021). When consumers believe that the ad­
vantages of the applications are significant, their reluctance to use them
diminishes (Kumar et al., 2017).
Consequently, MEOU influences perceived usefulness, allowing users
to freely use apps (Fauzi and Sheng, 2021; Lau et al., 2021). HV en­
compasses the delight and pleasure obtained from the entire experience
of utilizing a service, and it reflects the uniqueness and emotional
connection that the service inspires in the user (Ofori et al., 2021). It is
an economic value and a more robust indicator of customer experience
in a sharing economy (Tseng et al., 2021b; Huang, 2022; Lau et al.,
2021). Thus, the MEOU plays a vital role in the adoption of new tech­
nologies. This study explored the MEOU, MU, attitude, and HVs for
ride-hailing applications among baby boomers. Therefore, we hypoth­
esize as follows.
H1a. MEOU positively influences MU toward ride-hailing apps’
continuous usage intention.
H1b. MEOU positively influences baby boomers’ attitude toward the
continuous usage intention of ride-hailing apps.
H1c. MEOU positively influences baby boomers’ HV toward the
continuous usage intention of ride-hailing apps.
H1d. MEOU positively influences baby boomers’ continuous usage
intention of ride-hailing apps.
3.2. MU
Perceived usefulness (MU) refers to users’ perceptions and beliefs
about the expected benefits arising from the use of the technology
(Davis, 1989). This belief will have a long-term and beneficial impact on
the user’s mindset and willingness to adopt new technology (Chen et al.,
2020). MU is a cognitive reaction in which a user is able to check and
compare prices and access information before using it, and it is a key
factor for any new technology usage process for any user (Lavuri et al.,
2022a; Arghashi and Yuksel, 2022). Furthermore, previous studies have
shown that MU is a significant predictor of satisfaction and intention
(Fang, 2017; Tseng and Lee, 2018), influences consumers’ attitudes, and
increases their HV and UV when buying online (Kumar et al., 2017);
consequently, perceived values are essential drivers of new technology
adoption (Tseng and Lee, 2018; Arghashi and Yuksel, 2022).
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Journal of Retailing and Consumer Services 77 (2024) 103678
In this context, mobile usefulness relates to how quickly end users
may access utilitarian chores with value-added services, such as con­
venience, price comparison, and information availability, including
scheduling a ride anytime and anywhere through their mobile phones
(Fauzi and Sheng, 2021). Customers believe that easy-to-use technology
provides more substantial advantages than mobile technology (Lavuri
et al., 2022a; Tseng et al., 2021a). Therefore, it is acceptable to believe
that ride-hailing app mobile technology is beneficial, and their levels of
pleasure and retention intentions are deemed high as the proportion of
users increases each year (Kumar et al., 2017). Therefore, we hypothe­
size as follows.
H2a. MU positively influences baby boomers’ UV toward the contin­
uous usage intention of ride-hailing apps.
H2b. MU positively influences baby boomers’ attitude toward the
continuous usage intention of ride-hailing apps.
H2c. MU positively influences baby boomers’ continuous usage
intention of ride-hailing apps.
3.3. Mediation role: UV
UV is a consumer’s perceived value in terms of operational and
functional benefits (Overby and Lee, 2006). It is evaluated in terms of
the expense incurred and benefits attained in terms of fair, effective, and
inexpensive conveyance across peer-to-peer links facilitated by the on­
line mode, and is one of the primary values considered by consumers
when assessing mobile applications (Fauzi and Sheng, 2021). In addi­
tion, past researchers affirm that UV is one of the critical components of
consumer attitude during the intention to buy (Lavuri, 2021), which
could be one of the crucial reasons for the continued use of ride-hailing
apps (Voss et al., 2018; Akdim et al., 2022; Tseng and Lee, 2018). When
the nature of products and services is problem-solving and goal-directed,
it means that the consumer has derived utility from it, so the product or
service UV plays a vital part in judging the service/product values
(Lavuri, 2021; Fang, 2017; Tseng and Lee, 2018). Positive UV generates
a positive attitude among individuals and will reduce the need for them
to track alternatives; thus, this interplay between UV and attitude en­
hances and promotes web surfing and online retailing (Lavuri, 2021;
Vieira et al., 2018; Tseng et al., 2021a).
Consequently, the personal innovativeness of ride-hailing app users
gives rise to a reasonable opinion about perceived UV, which positively
encourages the continued usage intention of branded apps (Tseng and
Lee, 2018; Mondal and Chakrabarti, 2021). Prior research has also
established that perceived UV strongly influences and establishes a
causative link for the CI of app users (Fauzi and Sheng, 2021; Lim et al.,
2021). UV also has a mediating influence on the notions of personal
innovativeness in the case of ride-hailing service applications (users)
and CI (Tseng, 2020). For ride-hailing apps, the explicit UV generated
should influence consumers’ attitudes, thereby influencing their CI.
Therefore, we hypothesize as follows.
H3a. UV positively mediates the relationship between MU and
attitude.
H3b. UV positively mediates the relationship between MU and
continuous usage intention of the ride-hailing app.
3.4. Mediation role: HV
HV refers to the components of customer behavior that relate to the
perceptual, imagined, and emotional aspects of one’s product or service
experience (Lavuri et al., 2022a). HV comes from perceived enjoyment,
experience, engagement, playfulness, arousal, and transparency in the
case of the user’s perception of the system’s quality (Hsieh et al., 2021);
whereas “perceived in formativeness’ and “credibility” emphasize more
the “utilitarian aspects of the system (Akdim et al., 2022; Lavuri et al.,
U. Akram et al. Journal of Retailing and Consumer Services 77 (2024) 103678

2022a). Usually, the user of a particular product or service keeps
recalling previous hedonic experiences related to the event as nostalgia,
which leads to perceived satisfaction (Lavuri, 2021). For example, in the
case of tourist experiences, customers receive more HV, leading to
higher levels of pleasure and subsequent consumption (Lau et al., 2021;
Ponsignon et al., 2021). Previous research has revealed a correlation
between HV and user attitudes, influencing users’ CI to use new tech­
nology (Lavuri, 2021). In ride-hailing applications, the user’s HV is the
end-of-trip experience, which may be good or bad. If the experience is
pleasant, HV may impact the user’s attitude toward ride-hailing appli­
cations. Therefore, we hypothesize as follows.
H4a. HV positively mediates the relationship between MEOU and
attitude.
H4b. HV positively mediates the relationship between MEOU and
continuous usage intention of the ride-hailing app.
3.5. Attitude
An attitude is one’s opinion about something, and is either a positive
or negative evaluative statement about people, objects, or events (Lav­
uri, 2021). Attitudes are based on previous experiences that are good or
bad, and available affective and cognitive information that could impact
the user’s behavior toward a specific action (Lavuri et al., 2022a).
Further, as per the TAM model and the unified theory of acceptance and
use of technology (UTAUT) model, the attitude has a vital element that
directly impacts the user’s intention to use the technology (Dwivedi
et al., 2019; Tseng, 2020). Therefore, the importance of this aspect
cannot be understated (Chang et al., 2016; Lavuri, 2021). All good ex­
periences while using mobile apps will create a positive attitude among
consumers, and any bad incident while using the app or service will lead
to a negative attitude toward the app and result in abandonment (Lavuri
et al., 2022a); thus, if there is a positive attitude toward the mobile app,
then consumers intend to use the app repeatedly. Therefore, we hy­
pothesize as follows.
H5. Baby boomers’ attitudes positively influence the continuous usage
intention of ride-hailing apps.
3.6. SE and SQ: moderating role
circumstances, conduct, and fulfilment (Chan et al., 2022).
The present study supports the third viewpoint and assesses the
quality of mobile ride-hailing apps (van Tonder and Petzer, 2018).
Service providers may profit from favorable user emotions, content­
ment, trustworthiness, perceived values, solid reputation, and behav­
ioral intent (Arguello et al., 2020). SQ can lead to engagement, user
satisfaction, and consumer loyalty (Kasiri et al., 2017). SQ significantly
influences individual attitudes (Lau et al., 2021). Similarly, SQ boosts
people’s perceived value by offering excellent ride-hailing services. SQ
has influenced ride-hailing customers’ continued service use (Nguyen-­
Phuoc et al., 2021). Therefore, we hypothesize as follows.
H7. SQ plays a positive moderating role in the association between UV (a),
HV (b), attitude (c), and the continuance usage intention of ride-hailing apps.
4. Methods
4.1. Sampling procedure and design
To evaluate the proposed model, we employed a quantitative tech­
nique to investigate the CI of ride-hailing apps among baby boomers in
India. We employed a purposive sampling method to recruit partici­
pants. Purposive sampling, also known as judgmental, subjective, or
selective sampling, allows researchers to choose the population they
wish to examine based on their own assessment. For the present inves­
tigation, this is a well-accepted method that is adequate (Fauzi and
Sheng, 2021). We used a structured questionnaire and a survey (online
and offline) approach to collect primary data from two Indian metro
cities, Hyderabad and Bangalore, and from baby boomers who had
previously used ride-hailing applications.
For the selection of true respondents, they were asked screening
questions regarding their desire to continue using ride-hailing applica­
tions. They were then invited to willingly offer their responses. The
standards were sufficiently strict to include only appropriate and
competent individuals. A total of 587 questionnaires were administered,
301 (51.8%) of which were deemed suitable for the final analysis. This
proportion exceeded the 20% minimum permitted response rate (Hair
et al., 2015). Table 1 displays the demographics of the baby boomers
(see Table 2).

SE is essential in the continuous use of app-based services because it

reflects a person’s confidence in their abilities (Malik and Rao, 2019).
An individual’s SE can be measured in terms of magnitude, strength, and
Table 1
generalizability; efficacy expectations are distinguished from response
Baby boomers’ characteristics (n = 301).
outcome expectancies (Bandura, 1977). People with a high level of SE
are more likely to be able to deal with difficult tasks (Malik and Rao, Characteristics F %
2019). Owusu Kwateng et al. (2021) found that SE affects mobile phone Gender
brand preferences. SE significantly influences customers’ views, atti­ Female 134 44.5
Male 167 55.5
tudes, and usage of the product or service, as well as their desire to
Age (in years)
embrace it, particularly when individuals lack the essential experience 1946–1951 (69–74 years) 31 10.3
(Cao et al., 2022). SE affects players’ willingness to continue playing 1952–1958 (62–68 years) 102 33.9
online games, and the findings corroborate the importance of HV and 1959–1964 (56–61 years) 168 55.8
UV in significantly affecting gamers’ desire to continue playing (Yan Education
Below Degree 66 21.9
et al., 2019; Tseng, 2020; Chen et al., 2020). The current research fo­
Degree 102 33.9
cuses on baby boomers’ SE when using ride-hailing applications to PG degree 88 29.2
arrange trips in association with perceived values and user attitudes. Above PG 45 15.0
Therefore, we hypothesize as follows. Occupation
Govt employee 103 34.2
H6. Baby boomers’ SE plays a positive moderating role in the association Private employee 82 27.2
between UV (a), HV (b), attitude (c), and the continuance usage intention of Business 67 22.3
Home maker 49 16.3
ride-hailing apps.
Monthly income in rupees
SQ is complex. From one viewpoint, it should be appraised regarding below 40,000 54 17.9
the technical and operational aspects of the service offered (van Tonder 40,001–50,000 68 22.6
and Petzer, 2018). Second, quality of service is determined by depend­ 50,001–60,000 81 27.0
ability, attentiveness, compassion, tangibility, and certainty (Parasura­ 60,001–70,000 66 21.9
70,001 and Above 32 10.6
man et al., 1988). Third, it is determined by user perceptions of service

4
U. Akram et al. Journal of Retailing and Consumer Services 77 (2024) 103678

Table 2 5.2. Reliability and validity

General awareness of ride-hailing apps in India.
Characteristics F % We used two-step structural equation modelling (SEM) with AMOS
23.0v. First, we evaluated the measurement model (MM): after the
Which ride-hailing applications do you use the most while travelling?
Uber 59 19.6 model fitness of MM, we examined the structural model (SM). A
Ola 142 47.1 confirmatory factor analysis (CFA) was performed to determine the
Savari 35 11.6 measurement model. The findings show that the measurement model
Zoom car 29 9.6 fits well, with acceptable fit indices: Chi-square (X2/df) = 2.339, NFI =
Meru 31 10.4
Others cabs 05 1.7
0.924, RMSA = 0.037, CFI = 0.944, TLI = 0.930, RFI = 0.914, and IFI =
Reasons to use app-based ride-hailing services 0.945, and the indices’ results align with recognized norms (Hair et al.,
Saves time 167 55.5 2015). As shown in Table 3, composite reliability and Cronbach’s alpha
Scarcity of MUblic transit 31 10.3 of the constructs were assessed using construct reliability. Convergent
Reasonable Cost 59 19.6
validity was used to test the homogeneity of the constructs using average
Limitations on using private car 11 3.7
Problems with parking 33 10.9 variance extracted (AVE). The findings reveal that factor loading values
Frequency of using ride hailing ride ranged from 0.76 to 0.892, which were more than the threshold value
More than once a day 32 10.6 (>0.70). Likewise, Cronbach’s alpha values ranged between 0.795 and
2 to 3 times a week. 119 39.5 0.88, which is more than the threshold value (>0.70), Composite reli­
4 to 5 times per week 88 29.2
6 to 7 times each month 45 15.1
ability values ranged between 0.824 and 0.905 (>0.6), and the AVE
8 times a month or more 17 5.6 values ranged between 0.611 and 0.762 (>0.5). Convergent validity is
MUrpose of booking a ride high because all of the values are above the threshold value recom­
Travel to work place 121 40.2 mended by (Hair et al., 2015) (see Table 3).
Travel to home 64 21.3
The discriminant validity of the research findings showed that the
Business MUrpose 72 23.9
Entertainment 31 10.3 squared root of AVE for each construct was greater than the absolute
Other MUrposes 13 4.3 value of the inter-construct correlation; hence, discriminant validity was
validated (Table 4). The inter-construct coefficient results show that
MEOU has a strong positive correlation with ATT (r = 0.547, p < .01),
4.2. Measures and UV (r = 0.447, p < .01) at the two-tailed significance level. Simi­
larly, MU had a significant association with ATT (r = 0.648, p < .01) and
Pre-validated questions were used to develop a structured ques­ UV (r = 0.525, p < .01); UV had a strong association with ATT (r =
tionnaire to examine the hypotheses. A pilot study with 89 individuals 0.534, p < .01) and CI (r = 0.105, p < .01); ATT had a strong association
was conducted to assess the face and content validity of the research with CI (r = 0.205, p < .01); and HV had a strong correlation with CI (r
questionnaire. As a result of the pre-test, the questionnaire was = 0.117, p < .01) at the two-tailed significance level.
reworked with minor changes to address issues raised by respondents in
the group. The study instrument is organized into three sections: section 5.3. Hypotheses testing
one contains demographic information about the sample, section two
contains general knowledge questions on ride-hailing apps, and section Following the fitness of the measurement model, we used a structural
three contains seven variables, totaling to 28 items to measure baby model to evaluate the proposed hypotheses. The hypothesis results
boomers’ CI. Three-item scales were adopted to assess MU, MEOU, and support H1a–H5. The findings of the hypotheses showed that MEOU had
SE from Lau et al.’s (2021), Lavuri et al.’s (2022a), and Malik and Rao’s a favorable effect on MU (H1a: β = 0.501, p < .001), ATT (H1b: β =
(2019) studies. Likewise, five-item scales for measuring UV were 0.108, p < .001), HV (H1c: β = 0.452, p < .001), and CI (H1d: β = 0.113,
adapted from Fauzi and Sheng (2021); the three-item scale for p < .001). Likewise, MU had a beneficial impact on UV (H2a: β = 0.607,
measuring HV was adapted from Wu et al. (2018). A three-item scale for p < .05), ATT (H2b: β = 0.398, p < .001), and CI (H1c: β = 0.107, p <
measuring ATT was adapted from Weng et al. (2017); a three-item scale .001) (Table 5). Concerning the control variable, the frequency of ride-
for assessing SQ was adopted from a study by van Tonder and Petzer hailing apps’ usage did not control their continuous usage intention (β =
(2018), and a three-item measure for measuring the CI of ride-hailing 0.164, p < .001).
applications was adapted from a study by Hong et al. (2017). We used
a 1–5 Likert scale (strongly agree-1 and strongly disagree-5). The data 5.4. Mediation and moderation analyses
were analyzed using structural equation modelling (SEM) and the model
was evaluated using AMOS 23v (Hair et al., 2015). The transmittal approach was employed in implementing the medi­
ation analysis, as Rungtusanatham et al. (2014) recommended. To
5. Results provide more clarification, the primary principle of the transmittal
method entails formulating the hypothesis that variable M serves as a
5.1. Data screening tests mediator in the relationship between variable X and variable Y, or that
variable X exerts an indirect influence on variable Y via variable M
We used the Harman one-factor test to check for a common method without necessitating the articulation of hypotheses about the re­
bias. The results indicated that only 22.032 per cent of the total variation lationships between variable X and variable M, as well as between
could be attributed to a single factor, and the single factor variance was variable M and variable Y (Baron and Kenny, 1986). We used a boot­
lower than 50% (Lavuri et al., 2022b; Akram et al., 2020, 2021). Testing strapping method with 5000 subsamples; we calculated the 95%
for data normality using Kurtosis and Skewness yielded findings within bias-corrected confidence interval in the indirect effect using PROCESS
the suggested limit of ±1. The variance inflation factor (VIF) test was macro (model-4) (Hayes, 2018). The findings demonstrated that UV had
used to investigate multicollinearity, and the VIF values for predictor a strong effect on ATT (H3a: MU→ UV→ ATT; β = 0.305, p < .001, t =
factors were less than 3. Therefore, there is no evidence of common 3.829) and CI (H3b: MU→ UV→ CI; β = 0.175, p < .001, t = 0.987).
technique bias in the dataset. Similarly, HV had a significant effect on ATT (H4a: MEOU→ HV→ ATT;
β = 0.125, p < .05, t = 1.556) and CI (H4b: MEOU→ HV→ CI; β = 0.166,
p < .05, t = 1.719); the attitude of baby boomers had a significant
impact on the continuous usage intention of ride-hailing apps (H5:

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U. Akram et al. Journal of Retailing and Consumer Services 77 (2024) 103678

Table 3
Factor loading, composite reliability, average variance extracted, and Cronbach alpha values.
Constructs and measurement items Factor Composite Avg. variance Cronbach
loading reliability extraction alpha

Mobile ease of use (MEOU)

This ride-hailing mobile app makes it simple for me to hire a vehicle. 0.838 .905 .611 .811
This ride-hailing mobile app makes it very effortless to book a ride. 0.892
Overall using the ride hailing mobile app process was easy to use 0.888
Mobile Usefulness (MU)
Booking a trip through this mobile app was very easy, which improved my travelling 0.813 .824 .762 .795
experiences.
This mobile app was extremely beneficial for making frequent trips. 0.771
Ride-hailing mobile apps are very useful, but I have missed using this one recently. 0.76
Utilitarian value (UV)
I’m really comfortable using this ride-hailing mobile app. 0.894 .86 .674 .803
I can book a vehicle easily and efficiently using ride hailing mobile app and travel anywhere 0.829
relentlessly
I save a lot of time by booking a vehicle using ride hailing mobile app for transportation 0.857
My mobility has improved a lot since I started using ride hailing mobile app for transportation 0.741
Hedonic value (HV)
I like this ride-hailing mobile app. 0.875 .899 .693 .879
I have a great deal of enjoyment employing ride-hailing mobile services. 0.752
It is thrilling to book a cab through this ride hailing mobile app and look for discounts and 0.832
offers
Attitude (ATT)
This ride hailing mobile app is a very good option for booking a ride 0.825 .893 .737 .844
This is an excellent method for booking a ride with this ride-hailing mobile app. 0.863
It is a good habit to book a ride using this ride-hailing mobile app. 0.887
Continuance usage intention of Ride-Hailing apps (CI)
In the future, I am willing to continue to use ride-hailing applications to hire a vehicle. 0.714 .84 .639 .88
I have started to use ride hailing mobile app frequently for booking a cab for transportation 0.793
easily
I will encourage that my friends and family utilize ride hailing applications to schedule a 0.883
vehicle as well.

Table 4
Measurement model discriminant validity.
Constructs Mean Std. D MEOU MU UV ATT HV CI

MEOU 3.66 1.378 (.873)

MU 3.34 .989 .411** (.781)
UV 3.57 1.253 .447** .525** (.821)
ATT 3.89 1.029 .547** .648* .534** (.858)
HV 3.41 .908 .086** .082** .032* .045* (.832)
CI 4.01 1.101 .115** .157** .105** .205** .117** (0.799)

**: p < .01 and *: p < .05.

MEOU, MU, HV, UV→ ATT→ CI; β = 0.405, p < .05). Hence, baby
boomers’ perceived values such as UV and HV were bolstered by the
ride-hailing mobile apps’ ease of use and utility. These values encour­
aged and strengthened their attitudes toward the continued use of the
applications (Table 6).
Regarding moderation analysis, we used Model 14 in the PROCESS
macro to analyze the moderating effect between UV, ATT, HV, and CI
moderated by SE and SQ. The research includes bootstrapping the ef­
fects 5000 times, yielding interaction terms and associated 95% confi­
dence intervals (Hayes, 2017). First, we assigned standardized values to
the six components of HV, UV, ATT, SE, SQ, and CI and calculated and
verified the interaction variable values, and the structural model was
verified using AMOS v23 (Butcher et al., 2017; Lavuri et al., 2022b). In
the moderation results, SE has a significant moderating relationship
between UV and CI (H6a: β = 0.095, p < .05), ATT and CI (H6b: β =
0.324, p < .001), and HV and CI (H6c: β = 0.112, p < .05). Likewise, SQ
had a noteworthy moderating relationship with UV and CI (H7a: β =
0.077, p < .05), ATT and CI (H7b: β = 0.391, p < .05), and HV and CI
(H7c: β = 0.108, p < .001) (see Table 6). Therefore, the reusability of
ride-hailing applications was dependent on both SQ and baby boomers’
SE levels.
6. Discussions and conclusion
The CI of ride-hailing applications among baby boomers in India was
studied experimentally. Furthermore, it is a rare initiative to analyze the
ongoing goal of financial service sharing. This research aims to inves­
tigate the ride-hailing app’s continued use intention using the MTAM
model and SE and SQ as moderation factors. These findings are excep­
tional regarding baby boomers’ desire to continue using ride-hailing
services.
The results showed that MEOU significantly affected MU (H1a), ATT
(H1b), HV (H1c), and CI (H1d), and these results are supported by those
of Lavuri et al. (2022a). MEOU is an important component in developing
a positive attitude about utilizing and accepting new technologies, such
as ride-hailing applications (Ofori et al., 2021; Lavuri et al., 2022a), and
which is determined by the user’s perception of the model’s simplicity of
use and acceptance (van Tonder and Petzer, 2018; Lavuri et al., 2022a).
Ride-hailing applications have an excellent reputation among baby
boomers because of the convenience and flexibility with which they can
arrange rides; this good experience and subsequent pleasure has devel­
oped enormous HV for baby boomers. This implies that if customers find
ride-hailing applications to be as simple to use as other online utility
apps, they will obtain HV from them, which directly and indirectly
impacts the CI.

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U. Akram et al. Journal of Retailing and Consumer Services 77 (2024) 103678

Table 5 that SE had a substantial moderation relationship with UV (H6a), ATT

Path results. (H6b), HV (H6c), and CI. Baby boomers’ SE was shown to be an
Hypotheses Path β C.R. Sig. Supported important factor in building a strong attitude of CI. SE is one of the most
important variables in a person’s decision to use ride-hailing services. A
H1a MEOU ——— > MU .501 6.204 p < .001 Yes
H1b MEOU ——— > ATT .108 5.402 p < .001 Yes high degree of SE helps baby boomers overcome their fears about ride-
H1c MEOU ——— > HV .452 .905 p < .05 Yes hailing applications and encourages them to keep using the services.
H1d MEOU ——— > CI .113 5.011 p < .001 Yes Consequently, baby boomers’ opinions of ride-hailing apps will in­
H2a MU ——— > UV .607 3.765 p < .05 Yes crease, as will their desire to reuse it. Likewise, SQ is a factor that in­
H2b MU——— > ATT .398 1.241 p < .05 Yes
H2c MU ——— > CI .107 6.098 p < .001 Yes
creases the continuous usage of ride-hailing apps, and the results
revealed that SQ had a significant moderating relationship with the UV
(H7a), ATT (H7b), HV (H7c), and CI of ride-hailing apps. Ride-hailing
Table 6 app users are more likely to continue using the service if the service
Mediation and moderation analysis results. provider delivers high-quality services that protect their personal,
Hypotheses Path β C.R. Sig. Supported financial, and other sensitive data (Chan et al., 2022). A favorable brand
image and long-term customer loyalty are both enhanced by high SQ.
H3a MU—— > UV ——— > .305 3.829 p< Yes
ATT .001 This study will assist companies and academics in understanding baby
H3b MU —— > UV ——— > .175 1.367 p < .05 Yes boomers’ ongoing use intention of ride-hailing apps as well as the major
CI elements that impact their continuous usage of ride-hailing apps.
H4a MEOU— > HV—— > .125 1.556 p < .05 Yes
The baby boomer frequency of usage of ride-hailing apps did not
ATT
H4b MEOU— > HV ——— > .166 1.719 p < .05 Yes
control CI. Instead, it exhibited a negative inverse proposition, which
CI implies that if baby boomers were satisfied with the ride frequency of
H5 MEOU, MU, UV, HV– > .405 1.254 p < .05 Yes selected ride-hailing apps, their intention would gradually increase;
HV– > CI similarly, if baby boomers were not satisfied with the ride, then their CI
Moderation analysis
level would decrease.
H6a UV—— > SE —— > CI .095 .927 p < .05 Yes
H6b ATT—— > SE —— > CI .324 5.145 p< Yes
.001 7. Implications
H6c HV—— > SE —— > C1 .112 1.354 p < .05 Yes
H7a UV—— > SQ —— > CI .077 .988 p < .05 Yes
7.1. Theoretical implications
H7b ATT—— > SQ —— > CI .391 1.328 p < .05 Yes
H7c HV—— > SQ—— > C1 .108 6.249 p< Yes
.001 This study theoretically expanded the MTAM to create a multidi­
mensional model. Loh et al. (2019) suggested that the scope of MTAM
should be widened to include non-technological parts, which led to this
User MU was shown to have a beneficial effect on UV (H2a), ATT expansion. Therefore, this research takes a step ahead in extending the
(H2c), and CI (H2c), as confirmed in prior studies (Fauzi and Sheng, MTAM in relation to the continuous usage intention of ride-hailing
2021; Lavuri et al., 2022a). Ride-hailing applications provide several mobile apps. This study examines the interrelationships between these
benefits, including service information, accurate mapping, price details, elements (MU, MEOU, HV, UV, ATT, SE, SQ, and CI) while investigating
and easy payment methods. Consequently, the convenience and adapt­ the ongoing use of ride-hailing mobile services. Further, where the
ability of ride-hailing applications will persuade baby boomers to MTAM assumes that MEOU and MU predict technology adoption, this
continue using them for future rides (Arghashi and Yuksel, 2022). study elaborates on the impact of perceived values, such as HV and UV,
Regarding the mediation results, perceived UV had a significant in the MTAM concerning ride hailing for baby boomers in the emerging
impact on baby boomers’ attitude (H3a) and CI of ride hailing (H3b), market. The study finds that the basic constructs of the model, such as
which was supported by the studies of Fauzi and Sheng (2021), Fang MU and MEOU, impact users’ attitudes, as perceived by baby boomers in
(2019), and Lavuri et al. (2022a). UV is a crucial factor in the continued India.
use of ride-hailing services and influences post-service happiness. This study contributes to the existing body of knowledge on the
Because positive UV promotes a favorable attitude among baby boomers MTAM concept by offering empirical explanations for incorporating
and reduces risk, this connection between UV and attitude augments and influencing factors with a better prediction value, given the approach’s
boosts ride-hailing app booking (Vieira et al., 2018; Lavuri et al., success. Furthermore, empirical support has been provided to incorpo­
2022a). Consequently, the technological readiness of ride-hailing app rate non-technological dimensions within the MTAM. The proposed
users leads to a realistic view of perceived UV, which encourages users to model contributes to the literature by finding a significant impact of
continue using the application. Perceived HV had a strong impact on attitude and perceived values on baby boomers by examining the
baby boomers’ attitude (H4a) and CI of ride hailing (H4b), which is behavioral intention specific to the ride-hailing marketing domain.
supported by the studies of Fauzi and Sheng (2021) and Franque et al. These constructs have been limited to the factors impacting ride-hailing
(2021). Ride-hailing applications are popular because they make it easy apps in past research, especially for baby boomers. Most of these con­
for people to obtain various types of rides and enable them to have more structs have been examined separately or as separate parts of various
fun in the easy process (Huang, 2022). Positive feelings and enthusiasm conceptual models (Fauzi and Sheng, 2021). Furthermore, the current
among users are likely to boost their HV and long-term desire to adhere survey was conducted in an Asian country, where similar studies have
to a service (Lavuri et al., 2022a). Baby boomers’ attitudes had a strong not been conducted. Thus, this study contributes to the literature in a
impact on the continuous usage of ride-hailing apps (H5), and this result dynamic manner. These constructs have been studied in the context of
is supported by a previous study (Devaraj et al., 2020). Finally, users’ the COVID-19 recovery period where baby boomers have started using
perceived values (UV and HV) had a strong attitude and played a ride-hailing apps extensively to engage in mobile devices, thus leading
dominant role in the continual intention to use ride-hailing apps in the to their continuous usage. Furthermore, this research investigates the
emerging market. In addition, UV had a greater impact on intention than moderating impact of SE and SQ, which significantly impacts the
HV, while HV had a greater overall impact on CI. Despite this, continuous usage of ride-hailing apps. If baby boomers have low SE
ride-hailing apps’ HV is more likely to motivate customers to utilize using ride-hailing apps, this influences the continuous usage of rides,
them on a regular basis (Zhang et al., 2019). and SQ is a strong predictor that influences the continuous usage of
Concerning SE and SQ as moderation effects, the outcomes revealed ride-hailing apps. Additionally, the findings of this study demonstrate

7
U. Akram et al.
the usefulness of the expanded model in investigating this topic.
7.2. Managerial implications
Especially among baby boomers, the recent pandemic of 2020 has
transformed the characteristics, psychographic behavior, viewpoint,
and interconnection into a new norm, which has led to an accelerated
rise in the usage of Internet applications, including taxi-hailing apps
(Zwanka and Buff, 2020). The most recent technological revolution was
made possible by the pandemic, and the rate at which users can accept
these technologies depends on various factors, including technological
handiness, convenience, need, and safety (Zwanka and Buff, 2020;
Lavuri et al., 2022a). These factors may be related to the hypothesis that
our study examined. This study recommends long-term shifts to mar­
keters in the behavior of baby boomers, which results in shifts in con­
sumer behavior toward ride-hailing applications. At the same time, it
contributes to digital enterprises developing ride-hailing apps according
to how consumers perceive their usefulness and ease of use and derive
UV and HV from them, which will change their attitude toward the CI of
ride-hailing apps, resulting in improvements. As shown by the fact that
the idea that simplicity of use has a substantial effect on CI has been
proven, ride application designers should build user-pleasing apps. The
quality of the service provided by service providers should be given
utmost importance to meet consumers’ expectations. The quality of the
service providers plays a significant role in the continued utilization of
their services. Moreover, it can be interpreted as a favorable or unfa­
vorable attitude toward the system. Adoption studies or other research
on each market will be particularly interesting when a ride-hailing
platform develops into a multisided market platform. These studies
will encompass the platform’s effect on society and contribute to the
national economy (Huang, 2022).
People today would rather not own cars since other modes of
transportation are more convenient, can be accessed via smartphones,
are more adaptable, and cost less money (Ride-Hair et al., 2015).
Renting an automobile monthly is less costly than purchasing a new
vehicle or maintaining it for over a year. According to a survey con­
ducted by Cox Automotive in 2019, approximately 55 per cent of
members of Generation Z agreed that transportation is necessary, but
that owning a car is unnecessary. This sentiment is shared by 45 per cent
of millennials, 34 per cent of Gen X members, and 28 per cent of baby
boomers. Consequently, the rise of the ride-hailing business is driven by
on-demand transportation services, as well as a decreased percentage of
automobile ownership. This research advises the management of
ride-hailing platforms on the unique role that hedonic and economic
values play in increasing the adoption of ride-hailing applications.
Specifically, this study focuses on the relationship between hedonic and
economic value. This highlights the significance of both the quality of
the service and the user’s level of SE when using these applications.
Therefore, there will be an opportunity for ride-hailing service providers
in India, particularly in the post-COVID-19 age, to capitalize on this
particular market sector.
According to the findings of research conducted by Mitra et al.
(2019), older people’s use of on-demand ride-hailing services is signif­
icantly influenced by the possession of smart phones and access to the
internet. However, a large number of older adults continue to be largely
disconnected from the digital revolution owing to a variety of barriers.
These barriers range from physical difficulties to lack of technological
comfort and familiarity. Companies should have technology training
programs for older adults to enable them to interact with new technol­
ogies. Additional features for individuals without cell phones, such as
the “Lyft Concierge Program,” may make it easier for baby boomers to
use ride-hailing services, increasing their HV and UV.
Companies that develop ride-hailing apps should implement UV-
based service strategies (to enhance the simplicity, effectiveness, and
cost-effectiveness of ride-hailing applications) in the form of more user-
friendly apps that are priced more affordably, less complicated to
8
Journal of Retailing and Consumer Services 77 (2024) 103678
navigate, and have shorter waiting times (Fauzi and Sheng, 2021).
Additionally, it should focus on HV-based service strategies, such as
providing more enjoyable services that allow consumers’ involvement
during the consumption period (Hsieh et al., 2021). Companies can do
this by promoting customization features that allow users to maximize
their preferences, such as allowing customers to choose their preferred
vehicle, payment options, and driver options, and providing services
beyond riding, among other things. Alternately, the app provider needs
to investigate the possibility of building robust loyalty programs to
establish long-term customer connections that will result in continued
app usage. In sum, managers need to pay particular attention to mar­
keting campaigns that attempt to emphasize the economic advantages of
using apps while also publicizing the hedonistic elements of using them,
as this is essential to increasing the level of satisfaction experienced by
customers (Lim et al., 2021).
In addition, previous studies concerning user intention toward online
apps have mainly focused on e-banking, e-marketing, and other online
shopping applications. However, no studies have been conducted on
consumers’ intentions toward ride-hailing apps, particularly in India,
from the perspective of baby boomers. In conclusion, our empirical
evidence contributes to management counsel on the likelihood that
customers will continue to use ride-hailing applications.
Ride-sharing applications should prioritize communication and
provide incentives to users. Customers value these operations for utility,
promptness, effectiveness, and comfort. Consequently, businesses
should prioritize offering high-quality services to exceed client expec­
tations. Businesses could also increase their offerings in the Indian
market, where most consumers have sufficient expertise to utilize these
operations. Because the findings emphasize the relevance of perceived
value in increasing consumers’ continued intention to use applications,
businesses could concentrate on viral marketing initiatives on social
media that enable users to share their riding experience with their col­
leagues and friends (Dabbous and Barakat, 2020). Furthermore, clients
choose these services for economic reasons, believing that they provide
greater value than other forms of transportation. Thus, businesses could
implement loyalty programs that encourage consumers to take more
rides by providing rewards and discounts.
8. Limitations and future opportunities
Despite some important findings and implications, some limitations
of this study must be acknowledged. First, this study is based on ride-
hailing apps and cross-sectional data on baby boomers’ continue usage
intention and user behavior can change over time. Longitudinal data
could be used in future studies to examine how the correlations studied
alter over time. Second, the data are collected from baby boomers in
India, and their behavior and attitudes cannot be generalized to other
countries with different traditions and outlooks. Further studies should
be considered as representative surveys, and other factors such as in­
dustry, legislation, competition, and visibility should be considered
when deciding whether to use a ride-hailing app in the respective
countries.
Declaration of competing interest
The authors declared no conflict of interest.
Data availability
Data will be made available on request.
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