The intention of South Africans to engage in collaborative consumption: The case of Uber

Abstract

Orientation: The idea of collaborative consumption is developing among consumers, where underutilised or excess resources, skills and money are shared among peers for compensation. Collaborative consumption involves sharing, and as such, Uber, an app-based transport service enables those with spare vehicle capacity to provide a fee-based transport solution. Research purpose: This study investigates the intention to use this service in a South African context, specifically through the Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) because of the suitability of these models in this context. Differences between regular and seldom users are also examined. Motivation for the study: With the widespread use of Uber in South Africa, understanding the factors contributing to the intention to use Uber requires examination. Research design, approach and method: Data were collected using a quantitative survey among panel respondents of South Africans, using electronic data collection. The research instrument comprised pre-existing items measured on a 6-point Likert scale. A total of 367 usable responses were received. Data analysis included testing for differences in means (t-test, Satterthwaite-Welch t-test, Anova F-test, Welch F-test) as well as regression analysis (by means of multiple regressions and two-stage least squares). Main findings: The findings indicate that South Africans intend to use the service largely due to their positive attitude towards the service, the perceived usefulness (PU) of the app and perceived behavioural (PB) control associated with the service. The value of the app has been highlighted in this research, and the importance of its functioning is evident. Practical/managerial implications: The importance of providing a positive service experience impacts the intention to use the service in the future. This emphasises the importance of the service itself and the functioning of the app. Contribution/value-add: Understanding the intention to use this service enables further development of this app and associated services.

Keywords

• collaborative consumption
• attitudes
• tam
• tpb
• intentions
• uber