A Study on the Factors Impact on Women Consumers Intention to use Motobike Based Ridesharing Services in Colombo Districts Sri Lanka

Abstract

Today, ride-sharing intention has received great attention among the scholars in both international and local context. In the present study, the researcher attempts to find the factors of motorbike based ride-sharing intention in the Colombo district, Sri Lanka. The preliminary study of the current context has proved that the lowest level of motorbike based ride-sharing intention among the women consumers who are in the age category of 18-39 in Colombo district, Sri Lanka. Therefore, the researcher decided to identify the factors which impact for the less intention to motorbike-based ride sharing among women consumers who are in the age category of 18-39 in the present context. Then, the researcher developed six research objectives based on the technology acceptance model. This model is extended by the researcher by referring to the previous studies and this model is tested with the support of the survey questionnaire. The data are collected from 264 respondents and mainly reliability analysis, correlation and, regression analysis were used as analytical tools to analyze the collected data. Results indicated that motorbike based ride-sharing intention of the women consumers who are in the age category of 18- 39 is positively impacted by perceived usefulness, and subjective norms while negatively impacted by perceived risk. The results also showed that personal innovativeness, Environmental awareness, and perceived ease of use have no impact on the motorbike based ridesharing intention of the selected respondents. Based on these results, the researcher recommends the companies which provide ride-sharing services like Uber, PickMe and, SLT muve to take appropriate strategies to improve the customers‟ perception of safety level on the ride-sharing services. Also, the researcher suggests future researchers to find more factors that impact to the motorbike based ride-sharing intention of the consumers in other districts, Sri Lanka.