Factors Influencing the adoption of Ride sharing: A PLS-SEM Approach

Abstract

Currently, ride-sharing has become a popular mode of transportation due to its affordability and reduced hassle compared to traditional public transport. However, major challenges such as safety concerns, traffic congestion, and weak transport infrastructure persist. This study analyzes the acceptance level of ride-sharing services in Bangladesh.An extended ASE (Attitude–Social Influence–Self-Efficacy) model was used by incorporating the concept of Personal Innovativeness. The research explores how personal beliefs, social influence, and the willingness to adopt new technologies affectthe usage of ride-sharing services. A survey was conducted among students from various universities, resulting in 429 responses, out of which 355 valid responses were selected for analysis. The data was analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling) and ANN (Artificial Neural Networks) methods. The results show that self-efficacy, social influence, and attitude significantly impact personal innovativeness, which in turn influences users’ adoption behavior. Additionally, notable differences were found in these relationships based on gender. This study not only contributes to academic literature by applying the ASE model in the transportation sector but also provides practical recommendations for ride-sharing companies and policymakers.