The factors influencing Thai passenger's intention to reuse Grab Car service in Bangkok
The factors influencing Thai passenger's intention to reuse Grab Car service in Bangkok
Files (excerpt)
Published date
2020
Resource type
Publisher
Assumption University Press
ISBN
ISSN
DOI
Call no.
Other identifier(s)
Edition
Copyrighted date
Language
eng
File type
application/pdf
Extent
11 pages
Other title(s)
Authors
Advisor
Other Contributor(s)
Citation
AU-GSB e-JOURNAL 13, 1 (June 2020), 41-51
Degree name
Degree level
Degree discipline
Degree department
Degree grantor
Abstract
Bangkok is the urban area, where people need convenient and comfortable
lifestyle, transportation is one of important factors for urban life since the travel plan should be
prepared for traffic congestion, crowd, and rush hours. However, there are many issues in
public transportation, even though they are legal, regulated, policies are not strict enough to
protect the passengers. This has led to the emergence of e-hailing services in Thailand in recent
years. The research aims to explore the key factors influencing Thai passenger’s intention to
reuse Grab Car service in Bangkok. The researcher focuses on six factors which are Perceived
Usefulness (PU), Perceived Ease of Use (PEOU), Perceived Price (PP), Perceived Convenience
(PC), Perceived Safety (PS), and Brand Image (BI). The respondents are 400 Thai passengers
who live in Bangkok and have experienced on using Grab Car service during the last three
months. This researcher uses Cronbach’s Alpha method to test the validity and reliability of
questionnaires and uses Descriptive Research method to analyze the demographic data of
respondents. The results from this research can conclude that four independent variables,
consist of perceived usefulness, perceived price, perceived safety, and brand image
significantly influence to Thai passenger’s intention to reuse Grab Car service in Bangkok.
Table of contents
Description
punsarn.dc.description.sponsorship
Spatial Coverage
Subject(s)
Rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.