Media influence, trust, and perceived risks in passengers’ intentions to discontinue the ride-hailing services in Lahore, Pakistan

The popularity of ride-hailing services has gained momentum in recent years in developing countries due to the lack of proper public transport infrastructure to meet travel demand. However, security and safety issues may influence customers’ willingness to use ride-hailing services. To understand passengers’ intentions to discontinue the use of ride-hailing services, this study developed twelve hypotheses. Using partial least square structural equation modeling, the hypotheses of this study were tested using data collected from Lahore, Pakistan, through a questionnaire survey. Results highlight the factors contributing to discontinuing ride-hailing services, including trust, attitude, psychological risks, functional and financial risks, media influence, and shared prosperity. According to the results, psychological and perceived financial and functional risks significantly positively affect intention to discontinue ride-hailing services, while trust negatively affects users intending to discontinue services. Besides, media influence also positively affected the intention to discontinue the usage of ride-hailing services. The findings of the study indicate the need for new marketing strategies to tackle negative views in the media about ride-hailing services. The study also highlighted the need to develop passengers’ trust in ride-hailing platforms and the drivers to discourage the shift from using ride-hailing services. The study provides valuable insights for service providers and policymakers to encourage the usage of ride-hailing services.