Antecedents of Usage Intention of E-hailing Apps in Thailand from Generation-Y & Generation-Z Chinese Independent Tourists’ Perspective, an Integration of TTF and UTAUT
Keywords:
E-hailing, UTAUT, TTF, Usage Intention, Chinese TouristsAbstract
E-hailing has gain increased popularity in recent years for some of its advantages. However, very few extant researches examined the usage intention of e-hailing from the perspective of foreign tourists. This research examines the antecedents of usage intention of e-hailing apps by integrating TTF and UTAUT model, by using the case of Gen-Y and Gen-Z Chinese independent tourist. Online survey data were collected from Chinese respondents who has visited Thailand before the outbreak of COVID-19 pandemic or planned to visit Thailand after the end of pandemic (n = 396). The data were analysed by using Covariance Based Structural Equation Modelling (CB-SEM). The key findings showed that tourist’s usage intention of e-hailing app is positively affected by the task-technology fit, performance expectancy, effort expectancy, and social influence, which together accounted for 62% of total variation of usage intention in the integrated model. This research also confirmed a positive effect of effort expectancy on performance expectancy.
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