Emily, Yapp Hon Tshin
(2020)
Modelling E-Hailing Service
Consumption: The Moderating Effect
Of Situational Factors.
PhD thesis, Universiti Sains Malaysia.
Abstract
This study attempted to understand the relationship between users’ perceived
value of and satisfaction in e-hailing services. It also identified whether users’
satisfaction led towards their continuance usage intention, advocacy intention and
reduced switching intention of e-hailing services. Besides, situational factors
consisting of users’ time availability, drivers’ characteristics, cars’ ambience,
promotional incentives and alternative attractiveness functioned as moderators. The
development of this study’s theoretical framework was established through the Non-
Action Loyalty Model and PERVAL theory. Partial Least Squares-Structural
Equation Modelling (PLS-SEM) was used to analysed the data collected. Through a
sample of 493 Millennial university students, the findings revealed that perceived
value specifically convenience value, economic value, sustainability value and
hedonic values have a significant and positive effect on satisfaction. Also, satisfaction
was positively related with continuance usage intention and advocacy intention; but
negatively related with switching intention. Furthermore, the negative relationship
between satisfaction and switching intention is stronger when alternative attractiveness
is low. This study has successfully extended the Non-Action Loyalty Model by
incorporating situational factors as moderators within the perceived value-satisfactionloyalty
link. In addition, it has also validated the necessity to include sustainability
value into PERVAL theory. This study also contributed several practical implications.
Limitations and future research were discussed as well.
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