Determinants of Passengers' Intention to Use Online Taxi Services in Penang: Technology Acceptance and Service Quality Perspective.

Technology Acceptance and Service Quality Perspective.

Abstract

This study investigates the key factors influencing passengers’ intention to use online taxi services in Penang, Malaysia. With the rapid adoption of mobile technologies and the rise of app-based transportation services such as Uber and GrabCar, understanding user behavior has become essential for service providers. Drawing upon the Technology Acceptance Model (TAM), DeLone and McLean’s IS Success Model, and other behavioral theories, the research explores constructs including perceived usefulness, perceived ease of use, perceived risk, social influence, and perceived financial cost. The study employs a quantitative approach using structured questionnaires distributed across three major locations in Penang. Statistical analysis is conducted using SPSS and SmartPLS to evaluate the relationships among variables and test the proposed hypotheses. The findings aim to provide insights for online taxi service providers to enhance user experience, increase adoption rates, and improve service quality. This research contributes to the growing body of literature on mobile commerce and digital transportation services in emerging markets.