The rise of the sharing economy has remarkedly shifted consumers’ traffic behaviour, which gave rise to successful start-up businesses, such as Uber and Grab, that offer innovative transport alternatives through car and ride sharing. This study investigates consumers’ traffic attitudes and behavioural responses to on-demand ride-hailing. Using structural equation modelling, our survey findings showed that price consciousness, perceived usefulness, ease of use, safety risk and customer value exert significant influences on word-of-mouth (WOM), a manifestation of attitudinal loyalty towards ride-hailing. Contrary to findings in previous studies, our study found insignificant effects of personal innovativeness, subjective norm and perceived privacy security on WOM. In addition, although environmental consciousness is a predictor of WOM, its significant effect on WOM is negative. WOM is found to significantly impact purchase intention which is an indicator of behavioural loyalty. By identifying the antecedents of consumer loyalty in ride-hailing, this study provides recommendations for the ride-hailing ecosystem to generate more sustainable urban transport solutions.

共享经济的兴起已显着改变了消费者的交通行为，从而催生了成功的创业企业，例如Uber和Grab，它们通过汽车和乘车共享提供了创新的交通选择。这项研究调查了消费者对按需叫车的交通态度和行为反应。使用结构方程模型，我们的调查结果表明，价格意识，感知的实用性，易用性，安全风险和客户价值对口碑（WOM）产生重大影响，这是对乘车态度的忠诚度的体现。与以前的研究相反，我们的研究发现个人创新，主观规范和感知的隐私安全对WOM的影响不明显。此外，尽管环境意识是WOM的预测因素，它对WOM的显着影响是负面的。发现WOM会显着影响购买意愿，这是行为忠诚度的指标。通过确定出行服务中消费者忠诚度的前因，本研究为出行服务生态系统提供了建议，以产生更可持续的城市交通解决方案。