What matters in the linkage between value orientations and usage behavior of electric ride hailing service?

Purpose This research aims to investigate the relationship between value orientations, attitude, behavioral intention and usage behavior of electric ride hailing service in Vietnam through the moderating role of social influences. Design/methodology/approach In total, 552 valid questionnaires were collected using the survey questionnaire to analyze the effects of value orientations on attitude toward electric ride hailing and behavioral intention. Besides, this study investigates the mediating effect of attitude toward electric ride hailing and behavioral intention in the relationship with the behavior usage of electric ride hailing service as well as the moderating effect of social influence. Findings Three types of value orientations stimulate attitude toward electric ride hailing service and behavioral intention. In addition, attitude toward electric ride hailing service and behavioral intention play the mediating role in the effect of value orientations on behavior usage. Specifically, social influence plays a negative moderating role in the linkage between attitude towards and behavioral intention of electric ride hailing service and between intention and the behavior usage. Originality/value While numerous studies have investigated the influence of customers’ value orientations on multiple green purchase behaviors, this study offers new insights into the moderating role of social influence in the linkages between attitude, behavioral intention and usage behavior of electric ride hailing service.