Perceived risks and intention to use ride-hailing services: Insights from an emerging market

Abstract

Background: Ride-hailing services (RHS) offer accessible and affordable transport and are gaining traction in cities globally. However, there is limited research that addresses how perceived risks shape the intention to use RHS in emerging markets.
Objectives: This study examined the relationship between perceived risk dimensions and the intention to use RHS.
Method: Data from 179 respondents (users and non-users) were analysed using structural equation modelling.
Results: Uber and Bolt dominate the RHS landscape in Nairobi. Key risk factors include driver performance, service and/or application (App) performance, and privacy concerns significantly affect users’ perceived risk. Lower perceived risks in these factors are positively associated with the intention to use RHS.
Conclusion: The findings highlight the need for policies that ensure service quality and user safety in technology-mediated transport. By applying perceived risk theory (PRT) and digital collaborative consumption (DCC), the study clarifies how risk perceptions influence RHS adoption in emerging urban contexts.
Contribution: This study contributes to RHS literature by integrating PRT and DCC frameworks, and identifying critical service-related risks influencing user behaviour in emerging economies.