An Intergenerational Value Change Theory-Based Study to Explore Taxicab Application Usage among Developing-Market Millennials

This paper conducted an intergenerational value change theory-based study to provide a classification of main cues motivating taxicab application usage. A qualitative approach was adopted for the prediction of cues explaining the formation of beliefs for millennials. Based on the interpretivist paradigm, this research provided the main latent cues explaining post-technological impact and social changes on millennial beliefs by using inductive reasoning. To achieve this aim, open interviews were conducted in Pakistan using a manual spreadsheet format for coding the data. Based on a six-step procedure used to analyse the transcribed data, twenty-three cues were categorized into four main contemporary dimensions: technology advancements, social awareness, security concern, and managerial skills. The results of this research may support policy makers and mangers operating in taxicab companies to design and develop technological applications according to the social change affecting millennials in emerging countries.