A cross-cultural analysis of ridesharing intentions and compliance with COVID-19 health guidelines: The roles of social trust, fear of COVID-19, and trust-in-God

• Published in: Journal of retailing and consumer services 2023-03, Vol.71, p.103207, Article 103207
• Main Authors: Sakib, Md Nazmus, Hasan, Fuad, Al-Emran, Md, Felix, Reto
• Format: Article
• Language: English
• Subjects: Compliance with COVID-19 guidelines; Fear of COVID-19; Ridesharing intention; Sharing economy; Social trust; Trust in God
• ISSN: 0969-6989; 1873-1384; 0969-6989
• DOI: 10.1016/j.jretconser.2022.103207

Ridesharing services such as Uber and Lyft have been substantially affected by the ongoing COVID-19 pandemic. Drawing on social capital theory, the current research investigates how social trust relates to three types of trust in compliance with COVID-19 guidelines and consumers' ridesharing intentions. Analyzing data from two economically and culturally distinct countries, the results suggest that social trust positively affects trust in platform companies' compliance with COVID-19 guidelines (TPC), but not (or to a lesser extent) trust in drivers' (TDC) and other riders (TRC) compliance with COVID-19 guidelines in both the United States and Bangladesh. Importantly, TPC, TDC, and TRC are positively related with consumers' ridesharing intentions in the United States but not in Bangladesh. Furthermore, the analysis reveals two counterintuitive moderating effects of fear of COVID-19 and trust in God. The results provide important insights on factors affecting the ridesharing industry in the context of the COVID-19 pandemic, and they emphasize the importance of considering cultural context in understanding consumers’ intentions to engage in the sharing economy.