Behavioural Intention Factors Influencing Sharing Economy Innovations: An Exploratory Research of Uber in South Africa

Abstract

This research explores factors associated with the use of the Uber application, a successful sharing economy innovation, in South Africa. The exploratory research adapted a technology acceptance model with two other factors, perceived risks and company characteristics on behavioural intention to utilize Uber. Using a survey data of 396 respondents, this research empirically finds that ease of use, company characteristics, attitude, perceived usefulness, and level of education have significant positive impacts on behavioural intention to use Uber applications. Meanwhile, gender and age groups have negative impacts on behavioural intention. Furthermore, the study found that perceived risk has a negative impact on behavioural intention to use Uber. The research findings are of significance for management on how user insights can be applied to take advantage of new prospects to innovate and to expand their businesses and for policymakers on how to seize the opportunities presented by such innovation and develop appropriate policy frameworks.