Inducers of Ride-hailing Usage by Women in the Brazilian Context; [Indutores de Uso do Ride-Hailing por Mulheres No Contexto Brasileiro]; [Inductores del Uso de Ride-hailing por Mujeres en el Contexto Brasileño]

Paper Details

Authors: Luciano Violin F.; da Silva R.H.T.

DOI: 10.58416/GCG.2026.V20.N1.05

Journal: Journal Globalization, Competitiveness and Governability

Year: 2026

Publisher: Georgetown University

Document Type: Article

Open Access: All Open Access; Gold Open Access

Cited by: 0

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. © (2026), (Georgetown University). All rights reserved.

Keywords

App-based transportation; Consumo femenino; Consumo feminino; Digital technology; Female consumption; Mobilidade sob demanda; Movilidad bajo demanda; On-demand mobility; Tecnologia digital; Tecnología digital; Transporte por aplicación; Transporte por aplicativo

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