Exploring non-users' intention to adopt ride-sharing services: Taking into account increased risks due to the COVID-19 pandemic among other factors

The coronavirus disease 2019 (COVID-19) outbreak has a substantial negative effect on the global transportation industry. Ride-sharing is an innovative means of transportation that is also affected by the COVID-19. How and when individuals adopt ride-sharing services under the COVID-19 context should be explored to reduce the influence of the COVID-19 on ride-sharing and promote the development of ride-sharing services. This research investigates the effect of ambiguity tolerance and environmental concern on potential users’ intention toward adopting ride-sharing services and further examines how the COVID-19 affects their intention toward adopting ride-sharing services. Data from 964 potential users of ride-sharing services suggest that ambiguity tolerance and environmental concern directly and positively influence potential users’ intention toward adopting ride-sharing services. In addition, both indirectly affect consumers’ intention toward adopting ride-sharing services through perceived ease of use and perceived usefulness. Moreover, the perceived health threat negatively moderates the effect of ambiguity tolerance and environmental concern on consumers’ intention toward adopting ride-sharing services. This study enriches the research on how and when ambiguity tolerance and environmental concern influence consumers’ intention toward adopting ride-sharing services. Furthermore, this study highlights the moderating effect of perceived health threat under the COVID-19 context. Based on the empirical findings, practical implications are proposed for the providers and facilitators of ride-sharing services.