Personalized human-computer interaction as an information source for ride-hailing platforms: behavior intention perspective

Purpose This paper adds risk perception and personalized human-computer interaction to the technology acceptance model, and further analyzes the impact of personalized unmanned ride hailing on users' behavior intention. Design/methodology/approach This study model was tested using a sample of 299 social media users from China and we apply structural equation modeling (SEM) to build the theoretical framework. Findings Our results show that perceived ease of use has a greater positive impact on behavior intention compared to perceived usefulness. In addition, we find that the impact of risk perception on behavior intention is manifested in a number of ways, including people’s risk perception of the new technology, people’s risk perception of data leakage, and so on. Finally, we find that users’ personalized human-computer interaction has a positive effect on their perceived ease of use, perceived usefulness, and behavior intention. Originality/value Our study contributes to illuminate the pivotal role of tailoring the human-computer interface to individual preferences and needs for ride-hailing platforms from the perspective of behavior intention.