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The continued growth of ride-hailing usage creates the need for policymakers to understand the factors that affect the adoption and utilization of ride-hailing services. Attitudinal and perceptual factors are of particular importance, both because ride-hailing services are still evolving, and a relatively small number of studies have examined the role of these factors. This paper utilizes data from a web-based survey to understand the role that latent attitudinal factors play in adopting and using ride-hailing services in Toronto. Specifically, two binary logistic regression models are used to understand the factors that influence the adoption of exclusive and shared ride-hailing services. Besides, a zero-inflated ordered probit (ZIOP) model is estimated to investigate the factors that affect the frequency with which a person uses ride-hailing. The empirical investigation reveals that the perception of ride-hailing services tends to …