The Effect of cue attributes on the willingness to engage car-sharing service providers

• Main Authors: Tan, Colette Jean Yi, Poh, Ting Fang
• Other Authors: Sonny Ben Rosenthal
• Format: Final Year Project
• Language: English
• Published: 2018
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/73625
• Institution: Nanyang Technological University

This paper examined the predictive power of various variables, which include intermediary trust, perceived convenience, perceived utility, and summary evaluations, in influencing consumers’ willingness to use a car-sharing service provider. In the study, participants (N=259) were exposed to six mockups that depicted a range of summary evaluations (star ratings) of a sharing service provider before indicating their willingness to engage the depicted service provider. Aligning with previous studies, the results revealed that summary evaluations played a pivotal role in affecting perceptions about trust in the service provider and service quality standards, which in turn predicted willingness to engage the sharing service provider. Results also showed that willingness to use the sharing service acts as a mediator on willingness to use highly-rated service providers. Future research can focus on exploring attitudes and beliefs attached to the varying levels of summary evaluations that resulted in differences in willingness to engage the service provider.