Abstract
PurposeMobile taxi booking apps (MTB) have revolutionalized the transportation industry. As taxis can be hired via smartphones, irrespective of any time or place, the business platform for taxi service has completely changed. Now customers are saved from the hassle of going to the designated taxi stands or waiting along the roadside. But, the long-term sustainability of this service depends on its continued use. Therefore, this study aims to explore factors that hedonically incline people toward continuance of MTB. To achieve the purpose, the unified theory of acceptance and use of technology (UTAUT) was extended with mediation effects of hedonic motivation.Design/methodology/approachThe data were collected from existing users of MTB and analyzed through structural equation modeling and revalidated via artificial neural networks.FindingsThe statistical results show that the main factors of UTAUT substantially create hedonic motivation to use the apps and significantly mediate their effects on behavioral intention to continue using MTB. However, mediation between social influence and continuity intent was not statistically supported. The findings represent important contributions to the extended UTAUT.Practical implicationsThis study adds value to the theoretical horizon and also presents M-taxi companies with useful and pertinent plans for efficient designing and effective implementation of MTB. Moreover, limitations and suggestions for future researchers are also discussed.Originality/valueThis study extends UTAUT with the mediating role of hedonic motivation to predict continued use of MTB, which further initiates the applicability of UTAUT in a new setting and a new perspective (post adoption). This, in turn, significantly expands theory by using hedonic motivation as an important attribute that could mediate impact of all main antecedents to shape customers loyalty toward system use.
Subject
Library and Information Sciences,Information Systems
Reference128 articles.
1. Acceptance of mobile banking framework in Pakistan;Telematics and Informatics,2016
2. The theory of planned behavior;Organizational Behavior and Human Decision Processes,1991
3. The acceptance and use of electronic information resources among faculty of selected Gulf Cooperation Council States universities;Information Development,2019
4. Consumer adoption of mobile banking in Jordan: examining the role of usefulness, ease of use, perceived risk and self-efficacy;Journal of Enterprise Information Management,2016
5. Factors influencing adoption of mobile banking by Jordanian bank customers: extending UTAUT2 with trust;International Journal of Information Management,2017
Cited by
24 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献