THE ROLE OF ALTERNATIVE INCENTIVES ON THE ADOPTION OF ELECTRIC MOTORCYCLES IN E-RIDE HAILING SERVICE ECOSYSTEM: FROM THE PERSPECTIVES OF CUSTOMERS AND RIDERS

• Main Author: Jawatar Sinaga, Benny
• Format: Theses
• Language: Indonesia
• Subjects: Transportasi ; transportasi darat
• Online Access: https://digilib.itb.ac.id/gdl/view/76648
• Institution: Institut Teknologi Bandung

The dominance of motorcycle usage has become a defining feature of ride-hailing transportation services in developing countries, reshaping the behavior and mobility patterns of urban communities. This phenomenon presents an opportunity for the promotion of electric vehicle adoption in Indonesia, particularly electric motorcycles (SML). The adoption of SML in the urban mobility ecosystem is said to have the potential for emission reduction benefits three times higher than conventional gasoline-powered vehicles. Government policy interventions, especially in the form of financial incentives, play a crucial role in driving the adoption of electric motorcycles. However, previous studies have suggested that these incentive interventions may be highly effective in the early and short-term stages but may not be sustainable for mass adoption in the long run. Therefore, a comprehensive incentive strategy is required to promote electric motorcycle adoption, incorporating social interactions and innovative SML technology products. This research aims to explore the acceptance of alternative incentives indicators in the adoption of SML from the perspectives of customers and riders in urban ride-hailing services. The Structural Equation Model (SEM) using SmartPLS 3.29 is applied to model the acceptance of these two actors: customers using the Theory of Planned Behavior (TPB) framework, and riders using the Rational Choice Theory (RCT). The modeling results for customers indicate that social norms (SN, ?: 0.413) is the sole TPB aspect that significantly influences acceptance. SN fully mediates the antecedents of environmental awareness (ENV) and facilitating condition (FCO) regarding customer support for the adoption of SML in ride-hailing services. However, behavioral attitude (ATT) variable (?: 0.126) does not significantly influence intention to support, which aligns with similar research findings. An anomaly exists in the perceived behavioral control (PBC) variable (?: 0.102), which exerts a positive but insignificant influence. Additionally, the modeling indicates that environmental awareness (ENV) (to ATT, ?: 0.472; to SN, ?: 0.493; and to PBC, ?: 0.265) and facilitating condition (FCO) (to ATT, ?: 0.427; to SN, ?: 0.380; and to PBC, ?: 0.121, ns) significantly dominate all three TPB aspects, and SN is the sole aspect that fully mediates these antecedents. For the rider's perspective, the modeling results show that financial utility (GP and AI) and positive perceptions from the social norm (PN) significantly influence the intention to adopt SML as a ride-hailing fleet. The strongest influences are in the following order: AI (0.347), PN (0.314), and GP (0.248). The latent variables DR and PE have a positive but insignificant influence, whereas CI and PC exhibit negative utility, though not statistically significant.iv The findings of this study provide a preliminary exploration of the potential for implementing alternative incentive policy strategies (AI) mediated by the shared social norm (SN) perceptions of both customers and riders. It is hoped that this potential can serve as the basis for prioritizing government incentive policies to attract rider interest in adopting SML as their ride-hailing fleet. Simultaneously, these steps can be instrumental in promoting SML to the public as the interaction between customers, riders, and SML fleets in urban mobility continues to grow.