Advances in Consumer Research
Issue 4 : 141-156
Original Article
The Socio-Economic Impact of E-Rickshaw Adoption: A Study on Income Growth and Social Status Enhancement
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1
Associate Professor, Usha Martin University, Ranchi
2
Assistant Professor, Jagannath International Management School, New Delhi
3
Faculty, Prestige Institute of Management and Research (PIMR)Indore MP
4
Faculty, Department of Business Administration, Acropolis Institute of Management Studies and Research, (AIMSR) Indore MP
5
Associate Professor –Marketing, School of Business Management, Narsee Monjee Institute of Management Studies, (NMIMS), Mumbai
Abstract

This research investigates the impact of E-rickshaw adoption on the income and social status of owners in urban areas of Bihar and Jharkhand, India. Utilizing a cross-sectional research design and a sample of 368 E-rickshaw owners, the study explores various dimensions of this impact. Findings reveal a significant positive relationship between E-rickshaw adoption and income growth. Moreover, there is a notable positive connection between income growth and social status, yet the direct link between E-rickshaw adoption and social status is non-significant. Mediation analyses suggest a full mediation role of income growth in the relationship between E-rickshaw adoption and social status. The research also examines the moderating effect of education level, revealing non-significant impacts on the relationships between E-rickshaw adoption and both income growth and social status. This study contributes crucial insights into the transformative dynamics of E-rickshaw adoption, offering valuable implications for urban transportation, income generation, and societal status.

Keywords
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