Understanding continued usage behavior and value perception in sharing economy: the case of taxi calling mobile application

Abstract Taxi services have a rapid development in sharing economy, especially Uber. And how to retain users and develop continuous usage is crucial for the development of sharing economy. The post-adoption of mobile services has been studied from different perspectives, but most researches focus on the effect of perceived usefulness, ease of use and satisfaction on continued usage, overlooking the important role of user value perceptions and habit. So we develop a model focusing on the cognitive process involved in the decision-making: cognitive beliefs (value perceptions including context value and in-use value beliefs) and an automatic process (habit process usage). We also examine the antecedents of habit. In this study, a survey sample of 305 responses is used to test the model in the context of Uber (taxi-calling mobile application). We find that context value has a significant impact on in-use value (represented by functional, convenience, monetary value) and then in-use value positively influences the overall evaluation (satisfaction). Satisfaction and habit positively influence users’ continuance intention. Additionally, the data also shows that in-use value and satisfaction are important to habitual behavior. And we use the decision tree algorithm to verify its effectiveness, the results show that the user's willingness to continue to use is affected by the above factors.