Work

The Determinants of Generation Z Intention to Use the Grab E-Hailing Services

Year: 2019

Type: article

Abstract: In recent years, a significant change has occurred in the transportation industry in developing Asian countries, particularly in Malaysia.The emergence of several mobile transportation applications has led to increased demand for e-hailing services, such as the Grab e-hailing service.Today's youth is considered to be the most technologically savvy user and is expected to contribute significantly in its long-term development.Hence, to understand the scenario, this study aims to investigate the intention of Generation Z to use the Grab e-hailing service.The data analysis was performed with the PLS-SEM method using data from 320 youth respondents.The results indicate that customer satisfaction, the effect of social media marketing, price, and reliability are significant determinants of the intention to use the Grab ehailing service among Generation Z.The outcome of this study provides a better understanding for policy-makers to enforce rules and regulations regarding e-hailing which are effective for youth.

Source: International Journal of Academic Research in Business and Social Sciences

DOI: 10.6007/ijarbss/v9-i11/6570

Authors: Nur Zaimah Ubaidillah, Chan Yong Yi, Mohd Khairul Hisyam Hassan, Sharifah Sabrina Syed Ali, Josephine Yau Tan Hwang

Institution: Universiti Malaysia Sarawak

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

SDGs: Industry, innovation and infrastructure, Sustainable cities and communities

Open Access status: diamond

Funder: Universiti Malaysia Sarawak