Motivators for using on-demand vehicle sharing services in Brazil

Violin, Fábio

doi:10.15728/bbr.2021.18.6.3

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ARTICLE • BBR, Braz. Bus. Rev. 18 (6) • Nov-Dec 2021 • https://doi.org/10.15728/bbr.2021.18.6.3 copy

Motivators for using on-demand vehicle sharing services in Brazil

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

This study focused on the analysis of motivators for the use of on-demand travel modes in Brazil. The methodological procedures included the use of combined methods of probabilistic sampling and pre-tests to design the research instrument and use of the IBM SPSS Statistics software, for data treatment which used, among others, exploratory and confirmatory factor analysis. The five major regions of Brazil were considered in this research, totaling 2150 interviews, indicating the existence of fourteen motivators for use involving the economic, social, environmental, and technological dimensions, however, only six variables comprise the structuring nucleus of demand and are based on an element of economic order (Reduced Tariff), one of a socioeconomic nature (Expectation of Benefits) and four technological drivers (Technological Availability, Convenience of Time and Boarding in addition to Data Security), which figure as utilitarian indicators, corroborating the results of international studies and contrasting those that signal hedonistic elements as relevant. In this sense, the study presents advances in establishing parameters of consumer choice based on the use of platforms aimed at displacement, figuring as an indicator of the reasons for use and their scaling of relevance in the users’ decision-making process.

KEYWORDS
Consumer Behavior; Sharing Economy; Technology

Authors	Factor
Böcker & Meelen, 2017Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analyzing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39. https://doi.org/10.1016/j.eist.2016.09.004 https://doi.org/10.1016/j.eist.2016.09.0... ; Yaraghi & Ravi, 2017Yaraghi, N. & Ravi, S. (2017). The Current and Future State of the Sharing Economy. SSRN Electronic Journal.https://doi.org/10.2139/ssrn.3041207 https://doi.org/10.2139/ssrn.3041207... ; Godelnik, 2017Godelnik, R. (2017). Millennials and the sharing economy: Lessons from a “buy nothing new, share everything month” project. Environmental Innovation and Societal Transitions, 23, 40-52.https://doi.org/10.1016/j.eist.2017.02.002 https://doi.org/10.1016/j.eist.2017.02.0... .	ECONOMIC
	Reduced tariff value; productivity and efficiency, financial savings.
Teubner & Flath, 2015Teubner, T., & Flath, C. M. (2015).The Economics of Multi-Hop Ride Sharing. Business & Information Systems Engineering, 57(5), 311-324.https://doi.org/vvv10.1007/s12599-015-0396-y https://doi.org/vvv10.1007/s12599-015-03... ; Botsman, 2017Botsman, R. (2017) Who can you trust? How technology brought us together and why it might drive us apart. Hachette..	TECHNOLOGICAL
	Digital and interpersonal reliability; access to electronic device and connection means.
Casey & Galor, 2017Casey, G., & Galor, O. (2017). Is faster economic growth compatible with reductions in carbon emissions? The role of diminished population growth. Environmental Research Letters, 12(1), https://doi.org/10.1088/1748-9326/12/1/014003 https://doi.org/10.1088/1748-9326/12/1/0... ; Nijland & Meerkerk, 2017Nijland, H., & van Meerkerk, J. (2017). Mobility and environmental impacts of car sharing in the Netherlands. Environmental Innovation and Societal Transitions , 23, 84-91.https://doi.org/10.1016/j.eist.2017.02.001 https://doi.org/10.1016/j.eist.2017.02.0... .	ENVIRONMENTAL
	Lower air pollution and carbon emission reduction, less environmental degradation and fuel consumption.
Schor, 2016Schor, J. (2016), Debating the Sharing Economy. Journal of Self-Governance and Management Economics. 4(3): 7-22. https://doi.org/10.22381/JSME4320161 https://doi.org/10.22381/JSME4320161... ; Yaraghi & Ravi, 2017Yaraghi, N. & Ravi, S. (2017). The Current and Future State of the Sharing Economy. SSRN Electronic Journal.https://doi.org/10.2139/ssrn.3041207 https://doi.org/10.2139/ssrn.3041207... , Botsman, 2017Botsman, R. (2017) Who can you trust? How technology brought us together and why it might drive us apart. Hachette..	SOCIAL
	Social trust; generation of social relationships, perception of sharing, desire to share.

Dimension	Question
Cost
Reduced Fee	Travel fares are cheaper. And I consider that:
Elimination of expenses	I can eliminate expenses with parking, fuel, insurance, maintenance when using a vehicle on demand. And for me this is:
Technological Convenience
Technological Availability	I can make use of this type of service due to the offer of access platforms that have facilitated my way of traveling. And in my opinion, this is:
Data security	My data protection systems and the knowledge of the driver’s data generate in me trust of use. And I consider this to be the case:
Convenience of Use
Schedule convenience	With a platform I have the convenience of using the services at any time without having to move or call a travel company. And for me this is:
Travel safety	I follow the journey through my smartphone, board at a convenient location and trust the company and the driver, which leaves me safe on the way. And in my opinion, this is:
Boarding/unboarding convenience	I can wait for the vehicle in a safe place and also unboarding in a specific place. And I consider this:
Use Experience
Socialization	I have the possibility to talk to the driver, know about some place or information during the trip. And that is for me:
Expectation of use	I can use the service whenever I want, go out at night, move to some point without worrying about driving, with the break of the vehicle or with the time back, for example. And in my opinion, this is:
Absence of requirements	This type of service allows me to move even if I have motor, cognitive, knowledge of the route, of documents. And I consider this:
Environmental Benefits
Vehicle reduction	When using this service, I have the awareness and satisfaction of understanding that there is one less vehicle in circulation. And for me this is:
Pollutants reduction	I have the perception that by using this type of displacement I am contributing to the reduction of the emission of pollutants. And in my opinion that is:
Social Benefits
Valuing the professional	By using this type of displacement, I am favoring the individual professional over a company. And I consider this:
Income generation	When I prefer this kind of displacement, I know that I am generating income for one person. And for me this is:

Reliability statistics
Cronbach’s Alpha based on standardized items	Nº items
,858	16

Kaiser-Meyer-Olkin measure of sampling adequacy		,904
Bartlett’s sphericity test	Chi-square approx.	18338,691
	df	91
	Sig.	,000

Motivators	Average (Likert)		Standard Deviation	Variation	Asymmetry	General
Motivators	General	Standard error	General	General	Statistics	Average % ^*	Mode
Technological Availability	4,58	0,018	0,556	0,532	-1,772	88,91%	5
Reduced fee	4,48	0,017	0,609	0,454	-1,657	91,57%	5
Expected Benefits	4,47	0,017	0,575	0,401	-1,346	86,86%	5
Convenience of schedule	3,92	0,016	0,537	0,344	-1,397	75,52%	4
Data security	3,83	0,016	0,539	0,346	-0,933	69,66%	4
Boarding convenience	3,65	0,02	0,531	0,566	-0,826	66,78%	4
Travel safety	2,98	0,016	0,428	0,331	-0,001	21,30%	3
Elimination of expenses	2,73	0,016	0,538	0,345	0,483	10,23%	3
Absence of requirements	2,26	0,018	0,521	0,475	-0,2	1,30%	2
Individual income generation	1,93	0,02	0,539	0,582	0,244	1,22%	2
Socialization	1,71	0,012	0,449	0,302	0,946	1,11%	2
Pollutant Reduction	1,47	0,013	0,485	0,342	1,301	1,05%	1
Valuing the professional	1,61	0,012	0,454	0,307	0,666	0,79%	1
Reduction of vehicles in circulation	1,47	0,012	0,477	0,333	1,122	0,76%	1

Indicators	Reduced Fee	Technological availability	Expected benefits	Time convenience	Data security	Convenience of boarding / unboarding	Travel safety	Elimination of expenses	Absence of requirements	Individual income generation	Socialization	Pollutant reduction	Valuing the professional	Reduction of circulating vehicles
Communes	0,823	0,794	0,758	0,602	0,669	0,738	0,685	0,635	0,618	0,632	0,555	0,725	0,623	0,608
Component matrix ^a	0,886	0,864	0,853	0,749	0,754	0,841	0,665	0,592	0,585	0,684	0,672	0,851	0,551	0,568
Factor ^b	1	1	1	2	2	2	3	3	3	3	4	4	4	4

Component	Initial eigenvalues			Extraction sums of squared loads			Rotating sums of squared loads
Component	Total	% variation	% cumulative	Total	% variation	% cumulative	Total
1	5,182	37,013	37,013	5,182	37,013	37,013	4,947
2	2,512	17,945	54,958	2,512	17,945	54,958	2,604
3	1,384	9,889	64,847	1,384	9,889	64,847	2,032
4	1,105	7,893	72,74	1,105	7,893	72,74	1,472
5	0,756	5,4	78,14
6	0,662	4,727	82,867
7	0,582	4,159	87,025
8	0,454	3,245	90,27
9	0,416	2,974	93,244
10	0,296	2,114	95,358
11	0,207	1,482	96,84
12	0,184	1,316	98,156
13	0,163	1,164	99,32
14	0,095	0,68	100

Models	Absolute Adjustment Measures		Incremental Adjustment Measures			Parsimony-Adjusted Measures
Models	Chi-square	RMSEA	CFI	TLI	NFI	PRATIO	PCFI	PNFI	AIC
Model 1	0,000	0,188	0,694	0,608	0,692	0,780	0,540	0,542	5541,561
Modified Model	0,0068	,0059	0,917	0,936	0,922	0,888	0,794	0,774	2312,562

Variables	Regression Weights				Variances				Intercepts				Standardized Regression Weights	>Squared Multiple
Variables	Estimate	S.E.	C.R.	P	Estimate	S.E.	C.R.	P	Estimate	S.E.	C.R.	P	Standardized Regression Weights	>Squared Multiple
Reduced Fee	1,000				,556	,032	17,174	^***	3,585	,020	178,560	^***	0,801	,207
Technological Availability	,321	,025	12,933	^***	,310	,023	13,481	^***	3,801	,016	239,069	^***	,325	,526
Expectation of Benefits	,368	,025	14,684	^***	,486	,015	31,637	^***	3,738	,016	234,551	^***	,372	,010
Boarding Convenience	,106	,026	4,170	^***	,470	,015	31,213	^***	4,414	,017	264,000	^***	,102	,138
Convenience of Time	,832	,036	22,963	^***	,594	,018	32,679	^***	4,420	,018	239,480	^***	,726	,106
Data Security	,494	,028	17,635	^***	,347	,018	19,100	^***	4,378	,017	251,015	^***	,455	,642

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