Investigating consumer behavior change in ride-haling plaforms with the innovation ecosystem approach

The present study aimed to find the reasons for consumers behavior change in ride-hailing innovation ecosystem in Iran.

This research is applied in terms of purpose and used a qualitative approach. The present study has used causal layered analysis. This research has tried to study the phenomenon by using a library research and Delphi technique consisting of 18 academic and business experts.

There are several reasons for consumers behavior change in ride-hailing innovation ecosystem at four levels of litany, system, worldview and metaphor and myth. The most important findings were at the systemic level and metaphors and myths. System-level findings include the use of information technology tools, new mega trends, sharing economy and increasing productivity. Findings at the level of metaphors and myths also include the innate human tendency for maximum ease, the innate human tendency for the least uncertainty, the need for transparency, the tendency to save the most resources and time.

Consumers' expectation of continuous improvement is likely to lead to more innovations in this ecosystem., the emergence of new actors to achieve greater ease, greater transparency, reduce uncertainty and save more resources and time is expected.