Determinants of customer’s intention to use ride-hailing services in Kathmandu Valley

This study identifies the key factors influencing the adoption of ride-hailing services in Kathmandu Valley, guided by the Theory of Planned Behavior (TPB). The research examines how attitudes, subjective norms, and perceived behavioral control affect the intention to use ride-hailing services, and how these intentions translate into actual usage behavior. A quantitative method was adopted, with 389 respondents from Kathmandu Valley, using a structured questionnaire designed to capture TPB constructs. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to validate the questionnaires and assess the hypothesized relationships. The findings indicate that both attitude and perceived behavioral control significantly impact the intention to use ride-hailing services. Furthermore, intention was found to be a strong predictor of actual usage behavior. However, subjective norms did not exhibit a significant effect on the intention to use ride-hailing services in this context. This study provides insights into the behavioral drivers of ride-hailing service adoption, offering valuable information for ride-sharing and hailing mobility services to boost their business and for government institutions to regulate accordingly. As ride-hailing is growing in Nepal, future investors and enterprises would benefit from adopting various strategies to attract customers, focusing on the key factors that influence service adoption. For future research, expanding the sample size and incorporating additional contextual factors would enhance the understanding of ride-hailing adoption across different regions.