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Customer adoption of mobile taxi applications: the application of technology acceptance model to the service of Uber
Lu, Tzu Tseng
Lu, Tzu Tseng
Technology acceptance model
Mobile service quality
Willingness to use
|Issue Date: ||2017-07-24 11:56:30 (UTC+8)|
過去在預測消費者對於新科技使用的行為時，學者大多以科技接受模式（Technology Acceptance Model，簡稱TAM）為基礎來探討，故本研究以科技接受模式為基礎，再加入「社會影響」、「個人需求」、「行動服務品質」、「知覺風險」、「顧客滿意度」五項變數，以Uber為例，探討消費者使用行動叫車App的影響因素。本研究採用問卷分析方式，有效問卷共計343份，經迴歸分析後發現，影響使用意願的因素為「社會影響」、「行動服務品質」、「知覺有用性」及「顧客滿意度」四項，而「個人需求」、「知覺風險」對使用意願的影響則不顯著。另外，「知覺易用性」雖然沒有對使用意願產生影響，但會影響「知覺有用性」，進而影響使用意願。
With the technology in the 5th generation mobile networks gradually becoming mature, as well as the existing cloud services and the Internet together have brought business opportunities in the Digital sphere. There is an explosive growth of users involving in mobile commerce in 2015, and the various services that mobile commerce has to offer have played a more important role in our daily life than ever.
Online taxi booking is a kind of mobile commerce service. Different from the old-fashioned way dialing the phone to order a taxi, online taxi booking can only be done via the mobile app free of charge. With its continuous growth, online taxi booking is getting popular and is the future trend of the taxi market.
Previous studies mostly use the Technology Acceptance Model (TAM) to predict the consumer behavior when it comes to introducing the use of new technology. Hence, this study is constructed on the TAM while adding other 5 factors into consideration: “Social Influence”, “Individual Demand”, “Mobile Service Quality”, “Perceived Risk” and “Customer Satisfaction”. This study will use Uber as a research subject to further explore the influencing factors of consumers' use of the mobile taxi-booking app. After employing regression analysis, it is found that the factors influencing the willingness to use are “Social Influence”, “Mobile Service Quality”, “Perceived Usefulness” and "Customer Satisfaction", while " Individual Demand" and "Perceived Risk" are not significant. In addition, although “Perceived Ease of Use” does not necessarily lead to the consumer’s willingness to use, it may affect the willingness to use through influencing “Perceived Usefulness”.
In closing, this study has given some advice on the mobile taxi-booking app and the taxi industry’s marketing strategies based on the research findings.
阮氏紅絨(2015)，「社會影響對 Facebook 使用者打卡行為之探討」，國立台北科技大學，管理學院經營管理研究所碩士學位論文
葉書芳(2002)，「服務品質、關係品質以及服務補救 與顧客行為意向關係之實證研究-以國內航空業為例 」，國立成功大學，工業管理研究所碩士論文
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