Modeling the effects of social media, materialism, and car use habit on student's ridesharing behavior

Abstract

This study reports an investigation the effects of social media related to car information, materialism towards car ownership, and car use habit on student's ridesharing behavior based on the Theory of Planned Behavior framework of behavior model. Results indicated that Attitude, Subjective Norm, and Perceived Behavior Control explains up to 98.8% variance of behavioral intention to ride-share. In turn, intention and car use habit explain up to 26.9% of the variance of actual ridesharing behavior. If students' has a strong car use habit, the effect of social media and materialism on their attitude toward commuting by car to campus can be ignored. The implications of these findings are, even though both social media and materialism affect the student's attitude for using the car, however, students' car use habit gives more influence to the student's attitude for using the car than social media and materialism.