Digital Innovation and Taxi Services: The Case of Uru in Ghana

Abstract

The purpose of this study is to understand how ridesharing as a form of digital innovation in taxi services creates affordances and constraints for riders and drivers in a developing country. Extant studies on digital innovation and taxi services primarily have focused on digital innovation for ridesharing in the taxi industry. However, less is known about how digital innovation for ridesharing in taxi services creates affordances and constraints for drivers and riders. This study, therefore, follows an interpretive case study as a methodology and affordance theory as a lens to understand ridesharing in Ghana. The findings show three digital technology affordances that cause riders and drivers to use digital innovation in taxi services for ridesharing. These are security affordance with riders and drivers background information, automatic billing affordance for affordable transportation, and ubiquitous service affordance with anywhere and anytime service in the cities. The study finally provides concluding thoughts.