The effect of service level and perceived risk on the intention to use online services (Case study: Snap smart transportation service system)

Today, with the expansion of the use of smart phones, every passenger is also equipped with a small GPS device. This issue has provided a new range of information, the analysis of which will help to improve the performance of the taxi transport fleet. However, the survival and success of businesses that provide online transportation services depends on attracting new customers and maintaining previous customers, and with the growing desire to use these services, it seems necessary to investigate the factors affecting the profitability of these companies. The present research investigates the effect of online service level and perceived risk on the intention to use online services. The statistical population of this research is the customers of Snap smart transportation system in Tehran, who used the online services of this company. The results of the analysis of 419 questionnaires collected using the structural equation modeling method showed that the level of service (pre-purchase services and services related to transaction and payment) has a positive effect on the intention to use online services, and perceived risk has a negative effect on the intention to use of online services. Finally, suggestions for attracting and retaining customers are presented to internet business managers.