Taxicab Entrepreneurs’ Attitude to Continue Using e-Hailing Platforms in South Africa
Abstract
Taxicab entrepreneurs who operate on e-hailing platforms in South Africa face challenges such as earning below minimum wage, lacking employment benefits, working long hours, and experiencing victimisation by traditional taxicab operators. The key question is why these entrepreneurs continue using e-hailing platforms despite unfavourable working conditions. This study proposed that technology adoption factors enable entrepreneurs to overcome challenges and encourage them to keep using e-hailing platforms. Based on this assumption, this study investigated the determinants of technology adoption that influence the attitude of taxicab entrepreneurs to continue using e-hailing platforms in South Africa. The researchers gathered quantitative data from 253 entrepreneurs in Johannesburg, South Africa and tested the hypotheses with multiple regression analysis. The results demonstrated that perceived usefulness, benefits, and security strongly influenced entrepreneurs' willingness to continue operating on e-hailing platforms. However, perceptions of convenience, trust, and perceived ease of use did not affect their decision to use e-hailing services. Theoretically, this study pinpointed the factors that drive and hinder the continued use of e-hailing applications. Practically, the results provide insights into understanding long-term usage, user satisfaction, and the success of e-hailing in developing countries undergoing digital transformation, such as South Africa.
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