Exploring Factors Affecting the User Adoption of Call-taxi App

Abstract

With the rapid development of mobile commerce, CTA (Call-taxi app) is experiencing a rapid growth. However, how to promote it effectively is a problem urgent to solve. This paper attempts to make some contribution to people’s understanding of the adoption mechanism of CTA. We developed some hypothesis, and based on three "attitude-intention-behavior" models, we propose a research model about user adoption of CTA. Perceived Ease of Use, Perceived Usefulness, Compatibility, and Subjective Norm are included in the model. Besides, Perceived Risk, Perceived Playfulness and Perceived Price Level were also included. Questionnaire survey was conducted in China through internet. Results show that perceived ease of use, perceived usefulness and compatibility have an indirect positive impact on people’s attitude toward using CTA; subjective norm has a positive influence on Behavioral Intention; perceived risk has a negative impact on behavioral intention; perceived price level has a negative impact on both behavioral intention and attitude toward using. The practical implications are discussed further.