Enablers and inhibitors of word-of-mouth in ridesharing apps: a dual perspective on user involvement

Abstract

To promote ridesharing as a sustainable transportation innovation, service providers and transport officials must understand the factors influencing users’ involvement intention. This study investigates the drivers of users’ word-of-mouth (WOM) intention toward ridesharing apps using a dual-factor framework (i.e., service quality, information quality, and system quality) and inhibitors (i.e., perceived risk and perceived uncertainty). It also examines the impact of WOM on situational and enduring involvement intentions, and the moderating role of customer citizenship behavior. Data were obtained through an online survey of 286 U.S.-based ridesharing app users. Results highlight service and information quality as key antecedents of WOM, and identify perceived uncertainty as a significant inhibitor. WOM was found to positively influence both forms of involvement intention. By integrating enablers, inhibitors, WOM, and customer citizenship behavior, this study advances understanding of user engagement with ridesharing apps and offers strategic insights for managers in both digital commerce and transportation service sectors.