The Role of Perceived Value and Gender on Customers' Purchase Intention of Ride Sharing Services

Abstract

Digitization, the mobile explosion and net connectivity in the developing nations has given birth to Customer 4.0 which are empowered tech savvy beings exposed to vast choices through online platforms. It is interesting how consumers 4.0 in developing markets are adapting to these new products and services and make buying decisions. In this article, the focus is on ride a sharing business which has some of the fastest growing startups, like Uber and Ola which together hold ninety-five percent of the market. This emergence of a new digital reality has important ramifications on the consumer buying decisions. This makes it imperative to study customer perspective; their value perceptions, and its influence on the customers' purchase intention. This article takes the perspective of a customer which adopts a value-based model to explain consumers' buying decisions and also explores the gender difference in value perceptions.

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