Abstract
This empirical investigation aims to determine the factors leading to the adaptation of Taxi Hailing Mobile Apps among Malaysian consumers using the theory of Venkatesh et al. (2003) user theory of acceptance and use of technology (UTAUT). The adopted framework has four independent variables namely performance expectancy, effort expectancy, social influence and facilitating conditions. Dependent variables include behavioural intension and user behaviour. The study follows exploratory research design and quantitative research method. Primary data is collected using online Google survey questionnaire. The target population of this research study is international and local in Malaysia who makes use of taxi hailing app in order to satisfy their transportation needs. Convenience sampling technique is used to collect data from a sample of 202 respondents. Confirmatory Factors Analysis (CFA) and Structural Equation Modelling (SEM) are used in order to answer the research questions. Findings show that Performance expectancy, social influence and behaviour intension has positive influence on user behaviour while effort expectancy and behavioural intension has no influence. For scholars and researchers, understandably this research study opens the gate way of the application of UTAUT on information system (IS) apps that had been recently created.
Highlights
M-commerce known as mobile commerce is referred to business activities operated by a mobile cell phone or smartphone
Construct validity is a validity test which tries to demonstrate whether the fitness indexes from the confirmatory factor analysis (CFA) are achieved or reached the required level in order to undertake the structural equation modelling (SEM) (Hair et al, 2010; Holmes-smith, 2006)
Performance expectancy is defined as the degree to which a user believes that when utilizing or adapting a system can aid him or her to achieve their ultimate goal, it is used in Davis et al (1989) technology acceptance model (TAM) as perceived usefulness and as an extrinsic motivation which can be perceived as value (Thompson et al, 1991)
Summary
M-commerce known as mobile commerce is referred to business activities operated by a mobile cell phone or smartphone. There have been a lot of helpful hands from researchers in the developed world such as Rajabion (2015) study on America mobile service adaptation, Liu (2014) study with technology acceptance model (TAM) for the acceptance of taxi-hailing app in Sweden, Rayle et al (2014) research study on app-based on demand ride service in USA. Most of these researches are done in developed and developing countries, none of it is done in third world countries due to lack of technology, infrastructure and non-ease of business. This research study will make use of Venkatesh et al (2003) user theory of acceptance and use of technology (UTAUT) whether it can fit consumer insight in Malaysia for the purpose of using call taxi app, and find the differences of consumers using UberX and GrabCar
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