Understanding Intention To Use Ride-sharing Taxi Based On Technology Acceptance Model

Ride-sharing taxi was raised under the background quick development of sharing economy and mobile internet.Ride-sharing taxi was brought to China in 2010 but came to be well-known and fully-used in 2014.Companies started a highly intense competition in the market with price subsidies.It came out that they all got a good market share.Nevertheless,governments in different big cities issued several regulations against Ride-sharing taxi to regulate the market.Companies in the market have to make some changes,in that case,they have to be chosen by both the market and the customers.Literatures of both Technology Acceptance Model and Ride-sharing taxi have been reviewed firstly.Based on the findings concluded from literature review,a new research model was raised.According to the questionnaires designed by researchers before,measurements for each variable were put forward.With a sample collection of 283 interviewees,reliability and validity of data were verified by using SPSS 19.0 and AMOS 24.0.Afterwards the test of goodness of fitting for SEM has been done,and the SEM of this research was verified.Six determinants of use intention of ride-sharing taxi are: Subjective normal;output quality;perceived price level;online ride-sharing taxi self-efficacy;perceived external control;perceived enjoyment.Three advices of management were put forward in the end of the thesis.