This study identifies the key factors influencing the adoption of ride-hailing services in Kathmandu Valley, guided by the Theory of Planned Behavior (TPB). The research examines how attitudes, subjective norms, and perceived behavioral control affect the intention to use ride-hailing services, and how these intentions translate into actual usage behavior. A quantitative method was adopted, with 389 respondents from Kathmandu Valley, using a structured questionnaire designed to capture TPB constructs. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to validate the questionnaires and assess the hypothesized relationships. The findings indicate that both attitude and perceived behavioral control significantly impact the intention to use ride-hailing services. Furthermore, intention was found to be a strong predictor of actual usage behavior. However, subjective norms did not exhibit a significant effect on the intention to use ride-hailing services in this context. This study provides insights into the behavioral drivers of ride-hailing service adoption, offering valuable information for ride-sharing and hailing mobility services to boost their business and for government institutions to regulate accordingly. As ride-hailing is growing in Nepal, future investors and enterprises would benefit from adopting various strategies to attract customers, focusing on the key factors that influence service adoption. For future research, expanding the sample size and incorporating additional contextual factors would enhance the understanding of ride-hailing adoption across different regions.
ride-hailing services, Theory of Planned Behavior, intention, Kathmandu Valley, PLS-SEM
Navin Timilsena. Corresponding author. Central Department of Management, Tribhuvan University, Kathmandu Nepal and Elopeeth Pvt. Ltd. Kathmandu, Nepal. Email: navintimilsena54@gmail.com
Ritu Darlami. Central Department of Management, Tribhuvan University, Kathmandu Nepal and Elopeeth Pvt. Ltd. Kathmandu, Nepal. Email: ritudarlami22@gmail.com
Sunita Bhandari Ghimire. Central Department of Management, Tribhuvan University, Kathmandu Nepal. Email: sunita.bhandari@cdm.tu.edu.np
"All authors equally contributed to the conception, design, preparation, data gathering and analysis, and writing of the manuscript. All authors read and approved the final manuscript."
No potential conflict of interest was reported by the author(s).
This work was not supported by any funding.
This study was conducted in accordance with the ethical guidelines set by the Central Department of Management, Tribhuvan University. The conduct of this study has been approved and given relative clearance(s) by the research committee of Central Department of Management, Tribhuvan University.
The author declares the use of Artificial Intelligence (AI) in writing this paper. In particular, the author used site.ai and Quillbot to find relevant literature and refine ideas. The author takes full responsibility in ensuring proper review and editing of contents generated using AI.
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Cite this article:
Timilsena, N., Darlami, R. & Ghimire, S.B. (2025). Determinants of customer’s intention to use ride-hailing services in Kathmandu Valley. International Journal of Academe and Industry Research, 6(1), 56-83. https://doi.org/10.53378/ijair.353151
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