Applying the Theory of Acceptance Model to Consumer Acceptance of Taxi-Hailing Mobile App

Abstract

This study aims to measure factors that can influence a person's intention to use an ojek-hailing online application. Ojek is a local name in Indonesia for a motorbike taxi. Ojek is now considered as a form of sharing economy as some of the drivers are part-timers, they have a motorbike and want to economically benefit. This study employed the technology acceptance model which includes the variables: perceived ease of use (PEOU), perceived usefulness (PU)), and attitude toward behaviour as predictor variables. In total, 200 respondents in Jakarta participated. Data were analysed using exploratory and confirmatory factor analyses. This study found that PEOU significantly affected attitude towards usage and PU, PU significantly affected attitude and intention to use, and attitude significantly affected intention to use. Recommendations for practitioners and future research are discussed.