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An Empirical Investigation on Taxi Hailing Mobile App Adoption: A Structural Equation Modelling

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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 behavior. 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 behavior intention has positive influence on user behavior while effort expectancy and behavioral intention 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.

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