INVESTIGATING INTENTIONS TO USE GOOGLE MAPS FOR TRAVELLING AMONG USERS

Abstract

This study investigated whether or not the level of satisfaction experienced by Google Maps users mediated the linkage between the theory of acceptance model and individuals' intentions regarding the future use of Google Maps in Thailand. The determinants of the TAM model were perceived ease of use and perceived usefulness. A quantitative method was used. The theoretical framework was validated using data from 423 Google Maps users in Thailand who participated in online convenience sampling. For the descriptive analysis of the data, SPSS Licensed Version 29 was employed, and the partial least squares structural equation modelling (ADANCO 2.3.2; PLS-SEM) was utilized to test the hypotheses at a significant level less than 0.001. The association between the TAM, intentions to use Google Maps in Thailand and adoption of user satisfaction as a mediator between the two predictors were identified. User satisfaction is an essential mediator in the linkage between the TAM model, which was identified as perceived ease of use and perceived usefulness to predict intentions to use Google Maps. The level of satisfaction can be used as a predictor of whether or not they will utilize Google Maps. However, perceived ease of use is the only factor substantially influencing intentions to use Google Maps. Perceived usefulness does not directly influence intentions to use Google Maps. The findings of this study may assist scholars by contributing additional perspective elements and are also essential for strategic planners.