Purpose

This research aims to examine the relationship of personal innovativeness, perceived value (consisting of perceived utilitarian and hedonic value) and continuance intention in the context of ride-hailing apps and to investigate consumer behaviour differences between metro and non-metro consumers.

Design/methodology/approach

The survey sample included 402 consumers of popular ride-hailing apps in Indonesia to test the research framework. Then, PLS-SEM-based software was utilised to examine the hypothesised relationship.

Findings

The findings indicate that the effect of personal innovativeness on continuance intention in using ride-hailing apps will operate through the full mediation role of perceived hedonic and utilitarian value, respectively. The findings also show that there are consumer behaviour differences between metro and non-metro consumers, in which the cognitive belief of consumers in the metro areas regarding the usage of ride-hailing apps is more related to hedonic value.

Research limitations/implications

The variety of respondent demographic profiles in this research is limited in that most of the research respondents are students. In such a case, the study may face the issue of generalisation.

Originality/value

This research generates an extended idea of the information technology continuance model by validating the important role of perceived hedonic and utilitarian value as an integral part of the model and strengthens the insights that Indonesia has consumer behaviour differences regarding technology-based services, particularly ride-hailing apps, between metro and non-metro consumers.

中文翻译：

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印度尼西亚不同消费者群体对乘车应用程序的持续意图：个人创新以及感知功利和享乐价值的作用

目的

这项研究旨在检查网约车应用程序中个人创新能力，感知价值（由感知功利价值和享乐价值组成）和持续意图之间的关系，并调查都市和非都市消费者之间的消费者行为差异。

设计/方法/方法

调查样本包括402个印度尼西亚流行的乘车应用程序的消费者，以测试研究框架。然后，使用基于PLS-SEM的软件检查假设关系。

发现

研究结果表明，个人创新对使用打车应用程序的持续意图的影响将分别通过享乐主义价值和功利价值的完全中介作用发挥作用。研究结果还表明，都市圈和非都市圈的消费者之间存在消费者行为差异，其中都市圈内消费者对打车应用程序的使用的认知信念与享乐价值更相关。

研究局限/意义

本研究中受访者的人口统计资料种类繁多，因为大多数研究受访者是学生。在这种情况下，研究可能会面临泛化的问题。

创意/价值

这项研究通过验证感知享乐价值和功利价值作为模型不可或缺的一部分的重要作用，产生了信息技术连续性模型的扩展概念，并加强了关于印尼在基于技术的服务（尤其是乘车服务）方面存在消费者行为差异的见解。都市和非都市消费者之间的应用程序。