DETERMINANTS OF GENERATION Z’S ADOPTION OF RIDE-HAILING SERVICES IN AN EMERGING MARKET TO PROMOTE DIGITAL INNOVATION POLICY: EVIDENCE FROM VIETNAM

Authors

DOI:

https://doi.org/10.18623/rvd.v22.n7.4058

Keywords:

Ride-Hailing Services, Generation Z, Digital Innovation Policy, Consumer Behavior, Emerging Markets, Service Quality, Perceived Value, Platform-Based Services, Technology Adoption

Abstract

Digital innovation policy is one of key targets of the State. Law on Science, Technology and Innovation of Vietnam has come into effect on October 1, 2025, gives priority to building infrastructure for science and technology research and innovation, including services based on digital transformation. The rapid expansion of platform-based mobility services has substantially altered urban travel behavior in emerging economies, with Generation Z increasingly positioned at the center of this transformation. The present study examines the determinants influencing Vietnamese Generation Z consumers’ intentions to adopt ride-hailing services within the context of a rapidly digitizing transport ecosystem as digital innovation policy. Drawing on an integrated framework combining the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), and the Technology Acceptance Model (TAM), this study further incorporates perceived risk, perceived price, and service quality to account for market-specific conditions. Data were collected from 364 Generation Z users via an online survey and analyzed using reliability testing, exploratory factor analysis, correlation analysis, and multiple regression techniques. The findings indicate that perceived usefulness, service quality, and perceived price exert significant positive effects on intention to use ride-hailing services, whereas perceived ease of use, subjective norm, and perceived risk show no statistically significant influence. These results imply that Generation Z users in Vietnam prioritize functional efficiency, service performance, and economic value over social influence and uncertainty considerations when evaluating digital mobility platforms. From a theoretical perspective, this study extends the technology adoption literature by providing empirical evidence from an under-researched emerging economy and by revealing generational differences in platform-based service consumption. For promoting digital innovation policy, the findings offer practical guidance for ride-hailing providers seeking to improve service quality, pricing strategies, and overall user experience in competitive urban markets.

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Published

2025-12-18

How to Cite

Thoa, H. T. B., & Nguyen, P. Q. (2025). DETERMINANTS OF GENERATION Z’S ADOPTION OF RIDE-HAILING SERVICES IN AN EMERGING MARKET TO PROMOTE DIGITAL INNOVATION POLICY: EVIDENCE FROM VIETNAM. Veredas Do Direito, 22, e224058. https://doi.org/10.18623/rvd.v22.n7.4058

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Vol. 22 (2025): Veredas do Direito, v. 22, 2025

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