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Understanding consumer behavior and underlying motivations behind why they behave in a certain way has never been an easy task.This master thesis studies the consumers’ attitude towards the implication of the introduction from safety measurements on ride-sharing services,and how they impact the frequency with which consumers use them.Purpose: The problem statement aims to resolve is: ‘How do passengers react to RSS safety strategies in terms of received benefit’.This thesis aims to get a better understanding of which variables other than safety influence the consumers decision making process when it comes to ride-sharing services.It additionally functions as a tool for ride-sharing service platform managers to understand how the introduction of safety influence the consumers’ riding behaviour.It lastly aims to discover how traditional theories like the SP/A theory hold in modern settingsMethodology: This thesis used a survey to collect data.A total of 213 people responded to the thesis.The collected data was analyzed by using an ordered logistics regressions model,in an effort to better understand how the identified variables impact the frequency in whichFindings: Out of the nine formulated hypotheses,three were accepted,indicating that both safety and ease of use are important variables for consumers when using RSS.These findings could indicate that whenever RSS platform managers work on innovating or improving their service offering,that safety should be a general theme in these innovations,however,the imposed safety measures should in no thinkable way influence the platform’s ease of use,as when it does,people will gradually reduce the frequency with which they use the platform.Additionally,the regression shows that the variable ‘assurance’ is not enough of a motivation to increase the frequency with which users’ use RSS.This could be interpreted as followed: ‘perceived safety,in other words,the feeling or perception of something being safe,is more important than the assurance of safety when individuals select their mode of transportation.’Research limitations: To my knowledge,this is the first time that the SP/A theory was applied to get a better understanding of which external factors influence a consumers’ mode of transportation.additionally,there were fewer significant variables than expected,and the complete sample that was being analyzed was Chinese,meaning that the findings are not necessarily generalizable to a wider audience.Continuously,the data collection and shaping of the theoretical framework took place before the COVID-19 outbreak,meaning that predictions about the sharing economy and analyzed behaviors might no longer hold in a post-COVID-19 world.Lastly,the analyzed sample already actively used ride-sharing services,which could indicate a slight bias in its perceived usefulness.Practical implications: The outcome of this study can be used by ride-sharing service platform managers when they are considering changing their platform’s existing offering,introduce new services,or when they are thinking about introducing new safety measurements.Originality value: To my knowledge,this is the first time that the SP/A theory was used in a modern setting in relation to the choice in transportation modes.