On-demand service platforms pro/anti adoption cognition : examining the context-specific reasons

The rise of digital platforms as new sociotechnical systems is profoundly transforming the market trajectory. Drawing on Behavioural Reasoning Theory, this study seeks to improve our understanding of consumers’ rational decision-making and investigate how reasons influence motives and intentions toward using On-Demand Service Platforms (ODSPs). We empirically examined acceptance and resistance reasons in a single framework by analysing 523 respondents’ data. The results demonstrate that the proposed model can explain the variance of consumers’ rational decision-making in adopting or rejecting ODSPs. In addition, the findings underline the effect of reasons against on reasons for and the moderating role of inertia and perceived effectiveness of structural assurance in our research framework. Theoretically, current study contributes to the literature by realizing the influential context-specific reasons of prospective consumers for/against using digital platforms, highlighting the importance of consumers’ loss aversion, and examining the moderating conditions. Practically, the results bring new insights for both managers and practitioners in line with the prosperity of digital platforms.