A study of factors that affect consumer behaviors in using taxi booking applications in Bangkok.

Abstract

ABSTRACT The purpose of this paper is to explore the factors that influence consumer behavior in using taxi booking applications in Bangkok and to ascertain the appropriate strategies for current or future taxi application service providers to improve their services so that they suit the needs of Thai customers. This study uses the quantitative research method to quantify attitudes, opinions and other variables. The data was derived from the online survey which was randomly distributed to 227 respondents and acquired the sample size of 145 respondents who live in Bangkok and have used taxi booking applications. The findings show that compatibility and perceived ease of use affect consumers’ attitude toward using; in addition, compatibility has the highest impact on attitude toward using. In the meantime, attitude toward using, subjective norms and perceived service quality are significant factors leading to behavioral intention. As well, the study found that attitude toward using has the greatest impact on behavioral intention to use the taxi booking application.