Understanding What Drives Ride-Hailing Use in Medium-Sized Indian Cities: Behavioral Modeling Approach

The rapid increase of ride-hailing services has revolutionized urban mobility in India, but its adoption in medium-sized cities with distinct socioeconomic contexts remains unexplored. This study uses the technology acceptance model and the theory of planned behavior to investigate the factors that influence ride-hailing uptake in Vijayawada, a rapidly urbanizing medium-sized city in India. Data from 450 users were analyzed using structural equation modeling. The findings support the fundamental role of perceived usefulness in influencing attitude and behavioral intention. While social influence encourages adoption, one important finding is the negative impact of perceived behavioral control, which reflects hurdles such as cost, app complexity, and inadequate peripheral coverage. The impact of these elements is mitigated by gender and income, with women and higher-income users having lower adoption intentions. The findings highlight the need for localized initiatives—such as simplified app interfaces, increased safety features, and greater service equity—to be initiated by service providers and policymakers targeting growing urban markets.