Extended expectation-confirmation model to predict continued usage of ODR/ride hailing apps: role of perceived value and self-efficacy

The rapid expansion of technologies, especially Internet and mobile technologies has enabled the development of many mobile applications that facilitate travel and tourism. This study proposes and empirically tests the extended expectation-confirmation model (EECM) with two additional constructs-self-efficacy and perceived value-to explain the continued usage of on-demand ride services/ride hailing applications (ODRHA) by riders. Results strongly support the integrated model of TAM and ECM for predicting post adoption behavior of ODRHA customers. They also show that perceived value, self-efficacy and satisfaction contribute significantly to the continued usage of app-based services. The study offers valuable insights for ODRHA service providers in understanding rider behavior and following best practices to achieve higher rate of continued usage of ODRHA services through mobile applications.