Modeling the effects of social media, materialism, and car use habit on student’s ridesharing behaviour

This study reports an investigation the effects of social media related to car
information, materialism towards car ownership, and car use habit on student’s ridesharing
behavior based on the Theory of Planned Behavior framework of behavior model. Results
indicated that Attitude, Subjective Norm, and Perceived Behavior Control explains up to 98.8%
variance of behavioral intention to ride-share. In turn, intention and car use habit explain up to
26.9% of the variance of actual ridesharing behavior. If students’ has a strong car use habit, the
effect of social media and materialism on their attitude toward commuting by car to campus can
be ignored. The implications of these findings are, even though both social media and
materialism affect the student’s attitude for using the car, however, students’ car use habit gives
more influence to the student’s attitude for using the car than social media and materialism.