Examining drivers’ motivations to use a carpooling platform in Thailand: A technology acceptance model and consumer perceived value perspective

Abstract

This study investigates the psychological factors influencing drivers’ use of carpooling platforms for sustainable shared transport, through an empirical analysis of a startup online platform in Thailand. The research is grounded in the Technology Acceptance Model (TAM) and Consumer Perceived Value (CPV) theory, employing a multiple-qualitative-methods approach. Data were collected from twenty driver interviews and netnographic archival data, which included social networking sites and data obtained from the platform’s database, and analyzed using thematic analysis. The findings reveal platform-related factors based on TAM and value perceptions of carpooling benefits from CPV, therefore introducing the concept of Provider Perceived Value (PPV) for the transport and peer provider literature. Notably, three new value types, (1) functional, (2) relationship, and (3) merit, were identified. Additionally, the study proposes a conceptual model for future research. Nine characteristics of carpool drivers were identified, alongside strategies to address drivers’ needs and how to increase and maintain driver numbers for both the startup under study and other platforms. The paper offers policy recommendations for policymakers and governments to collaborate with carpooling platforms to guide strategic initiatives to promote carpooling. These initiatives aim to support the United Nations’ Sustainable Development Goals (SDGs), particularly SDGs 11 (Sustainable Cities and Communities) and 13 (Climate Action).