The factors influencing Thai passenger's intention to reuse Grab Car service in Bangkok

au.link.externalLink [Full Text] (http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/4819/2783)
dc.contributor.author Chutikarn Homniem
dc.contributor.author Nathaya Pupat
dc.date.accessioned 2020-07-30T05:31:38Z
dc.date.available 2020-07-30T05:31:38Z
dc.date.issued 2020
dc.description.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. en_US
dc.format.extent 11 pages en_US
dc.format.mimetype application/pdf en_US
dc.identifier.citation AU-GSB e-JOURNAL 13, 1 (June 2020), 41-51 en_US
dc.identifier.uri https://repository.au.edu/handle/6623004553/23878
dc.language.iso eng en_US
dc.publisher Assumption University Press en_US
dc.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. en_US
dc.rights.holder Assumption University en_US
dc.subject Perceived usefulness (PU) en_US
dc.subject Perceived ease of use (PEOU) en_US
dc.subject Perceived price (PP) en_US
dc.subject Perceived convenience (PC) en_US
dc.subject Perceived safety (PS) en_US
dc.subject Brand image (BI) en_US
dc.subject Intention to reuse en_US
dc.subject.other AU-GSB e-Journal en_US
dc.subject.other AU-GSB e-Journal -- 2020 en_US
dc.title The factors influencing Thai passenger's intention to reuse Grab Car service in Bangkok en_US
dc.type Text en_US
mods.genre Journal Article en_US
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