Why do travelers discontinue using integrated ride-hailing platforms? The role of perceived value and perceived risk

Despite integrated ride-hailing platforms have provided many benefits to travelers, there are also various potential risks. This study aims to examine travelers’ discontinuance behavioral intention toward integrated ride-hailing platforms. The research framework was established by extending the theory of planned behavior (TPB) with perceived value and perceived risk. Perceived value was classified into utilitarian, hedonic, and social values, while perceived risk was classified into privacy, performance, security, and financial risks. Additionally, the factors of switch cost and personal innovativeness were included. An empirical analysis was carried out using partial least-squares structural equation modeling (PLS-SEM) based on a survey conducted in Nanjing, China. Furthermore, a multi-group analysis (MGA) was performed to examine behavioral differences across demographic variables. The findings suggest that discontinuous behavioral intention is influenced by subjective norms, perceived behavioral control, and attitude. Among them, perceived behavioral control shows the strongest impact (−0.190). Perceived value, including utilitarian, hedonic, and social dimensions, negatively influences discontinuance intention, whereas the four variables of risk perception positively affect discontinuance intention. Notably, social value, performance risk, and privacy risk act higher total effects on discontinuance intention. Switch cost is negatively associated with attitude (−0.222), and positively affects discontinuance intention (0.189). Personal innovativeness has positive and stronger effects on perceived value (0.237), negative effects on perceived risk (−0.174), and negative effects on discontinuance intention. Regarding MGA results, older travelers demonstrate a stronger impact of social value on perceived value, higher-income groups exhibit greater sensitivity to security risks, and frequent travelers prioritize utilitarian value.