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This emergence of a new digital reality has important ramifications on the consumer buying decisions. This makes it imperative to study customer perspective; their value perceptions, and its influence on the customers' purchase intention. This article takes the perspective of a customer which adopts a value-based model to explain consumers' buying decisions and also explores the gender difference in value perceptions.<\/p>","DOI":"10.4018\/ijabim.2019100103","type":"journal-article","created":{"date-parts":[[2019,7,25]],"date-time":"2019-07-25T17:07:37Z","timestamp":1564074457000},"page":"31-46","source":"Crossref","is-referenced-by-count":10,"title":["The Role of Perceived Value and Gender on Customers' Purchase Intention of Ride Sharing Services"],"prefix":"10.4018","volume":"10","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3260-8841","authenticated-orcid":true,"given":"Swati","family":"Sharma","sequence":"first","affiliation":[{"name":"Jaypee Institute of Information Technology, Noida, India"}]}],"member":"2432","reference":[{"key":"IJABIM.2019100103-0","unstructured":"Bagheri, N. S., & Mokhtaran, M. (2018). 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