The acceptance and use of taxi applications in Bangkok and metropolitan areas : taxi drivers’ perspectives

Abstract

The objectives of this research were: 1) to study taxi driver’s usage behavior on a taxi calling application in Bangkok and metropolitan area and 2) to study the acceptance and use of taxi calling application in Bangkok and metropolitan areas from the taxi drivers’ point of view by adopting the unified theory of acceptance and use of technology. The model comprised of four dependent variables: - performance expectancy, effort expectancy, social influence, facilities conditions; four moderators: - age, gender, experience, voluntariness of use; one mediator: - behavioral intention; and one dependent variable: - user behavior. Data were derived from questionnaires survey with 400 respondents and analyzed. The results revealed that all variables in the model obtained the high level of average score. The model component analysis was consistent with the empirical data.  It was found that the taxi driver's usage behavior on the taxi calling application was directly influenced by two variables, namely facilities conditions and behavioral intention. In addition, the analysis showed that the behavioral intention was most directly influenced by the variable social influence. The results of the research can be used as a guideline for further development of taxi calling applications.