Ride-hailing apps' continuance intention among different consumer groups in Indonesia: the role of personal innovativeness and perceived utilitarian and hedonic value

Purpose This research aims to examine the relationship of personal innovativeness, perceived value (consisting of perceived utilitarian and hedonic value) and continuance intention in the context of ride-hailing apps and to investigate consumer behaviour differences between metro and non-metro consumers. Design/methodology/approach The survey sample included 402 consumers of popular ride-hailing apps in Indonesia to test the research framework. Then, PLS-SEM-based software was utilised to examine the hypothesised relationship. Findings The findings indicate that the effect of personal innovativeness on continuance intention in using ride-hailing apps will operate through the full mediation role of perceived hedonic and utilitarian value, respectively. The findings also show that there are consumer behaviour differences between metro and non-metro consumers, in which the cognitive belief of consumers in the metro areas regarding the usage of ride-hailing apps is more related to hedonic value. Research limitations/implications The variety of respondent demographic profiles in this research is limited in that most of the research respondents are students. In such a case, the study may face the issue of generalisation. Originality/value This research generates an extended idea of the information technology continuance model by validating the important role of perceived hedonic and utilitarian value as an integral part of the model and strengthens the insights that Indonesia has consumer behaviour differences regarding technology-based services, particularly ride-hailing apps, between metro and non-metro consumers.