Username matters: An event-related potentials investigation of how male driver username affects female passengers’ intention to use ride-sharing service.

Abstract

Though the ride-sharing industry has grown vigorously in recent years, it suffers an excess of perceived risks and a lack of trust, which hamper the participation of potential consumers. This study aims to probe the impact of male driver username on female passengers' intention to use ride-sharing service. It reveals that username significantly influences passengers' ridesharing intention. Participants demonstrate higher levels of ride-sharing intention, social presence and trust, and a lower level of perceived risk toward a driver with a real (vs. screen) name. The main effect of username is also supported by the electrophysiological data (i.e., P300 component). The research findings could enrich the literature on online profiles and sharing economy and enlighten the practice in promoting ride-sharing service.

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