The Paradox of Social Influencer Attacks on Maritime Public Transport Adoption: A Structural Equation Modeling Approach

Abstract

Purpose: This study investigates the impact of operational compliance and minimum service standards on passenger behavior in maritime transport. Specifically, it examines the novel moderating role of "Social Influencer Attacks" and Electronic Service Quality (E-Servqual) on the relationship between behavioral intention and actual usage behavior among Ro-Ro ferry passengers.

Design/methodology/approach: A quantitative cross-sectional design was employed, utilizing a purposive sampling method of Ro-Ro ferry passengers at the Merak-Bakauheni crossing, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS to assess the measurement and structural models.

Findings: The findings confirm that crew compliance and minimum service standards significantly enhance passengers' behavioral intentions. Crucially, the study reveals a paradox: while intentions lead to behavior, Social Influencer Attacks significantly weaken this transition. Conversely, E-Servqual acts as a positive buffer, strengthening the intention-behavior link.

Research limitations/implications: The empirical context is limited to the Indonesian archipelagic ferry crossing. Future studies should replicate this model across varied geographical and transportation modes.

Practical implications: Maritime operators must develop proactive digital crisis management to counter negative influencer campaigns, whilst simultaneously investing in E-Servqual infrastructure to maintain passenger trust.

Originality/value: This paper extends UTAUT2 and E-WOM theories by introducing "Social Influencer Attack" as a unique negative moderator, bridging the gap between maritime logistics management and digital sociology.

Paper type: Research paper.