Repeat Usage Behavior in Ride‐Hailing Services: A Case Study From Uzbekistan

ABSTRACT This study investigates the factors influencing consumer repeat usage behavior in the sharing economy, focusing on ride‐hailing services in Uzbekistan. Specifically, it examines the impact of perceived value for money, service reliability, perceived safety, and convenience and usability on user satisfaction and subsequent repeat usage. The study also explores the mediating role of user satisfaction in these relationships. By integrating the Technology Acceptance Model (TAM) and Expectation‐Confirmation Theory (ECT), a survey was conducted among 208 ride‐hailing service users in Uzbekistan, and the data were analyzed using Partial Least Squares (PLS) structural equation modeling. The results indicate that service reliability, perceived safety, and convenience and usability significantly influence user satisfaction, while perceived value for money does not have a significant impact. Furthermore, user satisfaction significantly mediates the relationship between service reliability, perceived safety, convenience and usability, and repeat usage, but not between perceived value for money and repeat usage. These findings suggest that, in the context of Uzbekistan, factors such as reliability, safety, and usability are more critical in driving user satisfaction and repeat usage than perceived value for money. The study contributes to the theoretical understanding of user behavior in the sharing economy. It also provides practical implications for ride‐hailing service providers, highlighting the importance of enhancing service reliability, safety measures, and app usability to improve user satisfaction and retention.