INDUTORES DE USO DO RIDE-HAILING POR MULHERES NO CONTEXTO BRASILEIRO

ABSTRACT: This study investigated female consumer behavior related to ride-hailing services in Brazil. Data analysis was conducted through exploratory and confirmatory factor analysis supported by a path diagram. The findings indicated a utilitarian use of these services driven primarily by technological facilitators, which outweighed social or environmental valuations, alongside variables related to self-preservation. The results advance the understanding of female consumer behavior by revealing the interchangeable nature of variables; in other words, users shift their perceived value depending on usage indicators, time of day, and modes of use. This also points to the practical contribution of the study by identifying decision-making benchmarks for service providers. KEYWORDS: On-demand mobility, Digital technology, Female consumption, App-based transportation.