Published date: Dec 07 2023

Journal Title: KnE Social Sciences

Issue title: The International Conference on Environmental, Social and Governance (ICESG 2022)

Pages: 468–486

DOI: 10.18502/kss.v8i20.14621

Dat Ho DoDatHD3@fe.edu.vnFPT University

Toan Pham Nguyen MinhFPT University

Hieu Vo MinhFPT University

The primary objective of this study was to identify the factors that influence Grab’s intention to use its services in Ho Chi Minh City and assess the impact of these factors. The ultimate goal was to provide appropriate recommendations to enhance Grab’s services. The study involved 200 participants from Ho Chi Minh City. To achieve this objective, a quantitative research method was employed, and several analytical techniques were used, including reliability testing using Cronbach’s Alpha coefficient, exploratory factor analysis, correlation analysis, and regression. The analysis results revealed three factors that significantly influence the intention to use Grab services, ranked in descending order of influence: (1) Perceived Usefulness, (2) Price Value, and (3) Alternative Vehicles. These factors play a significant role in shaping customers’ intentions to use Grab’s services. The study acknowledges its limitations and suggests future research directions for similar studies to further explore and refine the understanding of customer behavior in the ride-hailing industry.

Keywords: intention, service quality, perceived usefulness, prive value, alternative vehicles

[1] 123. doc.org. CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH CHỌN GRABFOOD CỦA KHÁCH HÀNG TẠI TP.HCM. 2019. [online] Available at: https://123doc.org/document/5174734-cac-yeu-to-anh-huong-den-quyet-dinhchon- grabfood-cua-khach-hang-tai-tp-hcm.htm [Accessed 7 May 2019].

[2] Ahern A. The potential impact of new urban public transport systems on travel behaviour. [online] Ethos.bl.uk. 2019. Available at: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.248204 [Accessed 27 Jun. 2019].

[3] Alley J. The Impact of Uber Technologies on the New York City Transportation Industry. [online] ScholarWorks@UARK. 2019. Available at: https://scholarworks.uark.edu/finnuht/31/ [Accessed 13 Apr. 2019].

[4] Chen C, Chao W. Habitual or reasoned? Using the theory of planned behavior, technology acceptance model, and habit to examine switching intentions toward public transit. 2019.

[5] DAMMIO.COM. Số người sử dụng Internet ở Việt Nam vào tháng 01/2018 thật sự là bao nhiêu? | | DAMMIO. [online] 2019. Available at: https://www.dammio.com/2018/04/07/so-nguoi-su-dung-internet-o-viet-nam-vaothang- 01-2018-that-su-la-bao-nhieu [Accessed 27 Aug. 2019].

[6] ĐÀN D, NGHỆ T. Những ưu điểm, lợi thế giúp Grab Taxi ngày càng phát triển. [online] TECHBIKE.VN: Cộng đồng Tài xế Công Nghệ Viêt Nam. 2019. Available at: https://techbike.vn/threads/nhung-uu-diem-loi-the-giup-grabtaxi- ngay-cang-phat-trien.103/ [Accessed 10 Apr. 2019].

[7] Grab VN. Ứng dụng đặt xe: Xe hơi riêng, taxi và xe máy | Grab. [online] 2019. Available at: https://www.grab.com/vn/ [Accessed 5 May 2019].

[8] Heath Y, Gifford R. Extending the Theory of Planned Behavior: Predicting the Use of Public Transportation1. 2019.

[9] I, A. The theory of planned behaviour: reactions and reflections. - PubMed - NCBI. [online] Ncbi.nlm.nih.gov. Available at: https://www.ncbi.nlm.nih.gov/pubmed/21929476 [Accessed 17 Apr. 2019]. 2019.

[10] Ibm.com. SPSS Software. [online]. 2019. Available at: https://www.ibm.com/ analytics/spss-statistics-software [Accessed 30 Jul. 2019].

[11] Lay-Yee K. Kok-Siew and Yin-Fah. Factors affecting smartphone purchase decision among Malaysian Generation Y. 2019. [online] Ideas.repec.org. Availableat: https://ideas.repec.org/a/asi/ijoass/2013p2426-2440.html [Accessed 25 Aug. 2019].

[12] Mark Conner L. Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. [online] Citeseerx.ist.psu.edu. 2019. Available at: http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.474.9090 [Accessed 24 May 2019].

[13] Pdfs.semanticscholar.org. 2019. [online] Available at: https://pdfs.semanticscholar. org/a4dd/ce87edaa6d2bf14d0bd362e1c9beb24b030b.pdf [Accessed 30 Mar. 2019].

[14] Scholarworks.uark.edu. [online]. 2019. Available at: http://scholarworks.uark.edu/ cgi/viewcontent.cgi?article=1032&context=finnuht [Accessed 10 Apr. 2019].

[15] Scirp.org. Ajzen, I. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. doi https://doi.org/10.1016/0749-5978 (91)90020-T - References - Scientific. Research Publishing. 1991. [online] Available at: https://www.scirp.org/reference/ReferencesPapers.aspx?ReferenceID=679902 [Accessed 10 Apr. 2019].

[16] Spacey J. What are Switching Barriers? 2019. [online] Simplicable. Available at: https://simplicable.com/new/switching-barriers [Accessed 30 Mar. 2019].

[17] Statistics Solutions. Exploratory Factor Analysis - Statistics Solutions. [online]. 2019. Available at: https://www.statisticssolutions.com/factor-analysis-semexploratory- factor-analysis/ [Accessed 16 Aug. 2019].

[18] Thức K. PHƯƠNG PHÁP NGHIÊN CỨU KHOA HỌC- NGUYỄN ĐÌNH THỌ. 2019. [online] Sachcaohoc.blogspot.com. Available at: https://sachcaohoc.blogspot.com/2014/11/phuong-phap-nghien-cuu-khoa-hocnguyen. html [Accessed 25 Aug. 2019].