Online Transport Company- What’s Next: Insights from Consumers in Developing Countries

Abstract

Why people wants to use ride-sharing, or ride-hailing applications, and keep using them? What makes people in developing countries who barely ever know about the term “sharing economy”, suddenly involved in the sharing economy and participate in the sharing economy? What should the online-transport do after knowing the reasons people use the ride-sharing services?

This paper is part of series of paper, which is extracted from exploratory dissertation about successful marketing factor of online-transport business in developing countries.

The result indicates that in the developing countries, consumers of online transport are driven by first financial, convenience, utility, then followed by safety motive. The consumers expect the companies to increase the level financial, convenience, safety, and then utility services. The consumers in the developing countries also wish the online transport companies to expand in the services related to convenience, followed by utility, then safety, then financial. This indicates that consumers of online transport, despite the demand for lower price as any common consumers want, but actually are willing to trade financial benefits with convenience, utility, and safety benefits

Keywords: ride-hailing, developing countries, Indonesia, China, influential factors