Dissonance Reduction Strategies in Ride Sharing Apps A Case of Uber
Ride sharing apps have both positive and negative impact in our daily lives. To study the negative impacts especially personal safety issues, this study explores the reaction of ride sharing app users to such safety issues. We contextualize our study using a scenario based survey. We found empirical support to all the hypotheses by surveying 421 individuals. This study contributes to the information systems literature in providing ways to apply dissonance reduction techniques that are a strong predictor of satisfaction. In addition, this study also addresses the safety issues faced by riders using ride sharing apps and how cocreation would help address these issues.