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You searched Library Catalogue - Title: Penang : School of Business and Administration, Wawasan Open University, 2020.
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Call Number (WOU)
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SP CEMBA 2017 86
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Author
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Dzrandinuraidi Anak Sebastian Desson
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Title
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Study on the behavioral intentions of generation Y consumers to use uber service in Kuching, Sarawak and its influencing factors / David Dzrandinuraidi Anak Sebastian Desson
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Abstract
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Uber is the first ridesharing company and established itself as the dominant player in the U.S. market. Uber is also operating in 8 cities in Malaysia including in Kuching, Sarawak. Interestingly, Generation Y significantly participate in the Sharing Economy and the use of ride-sharing e-booking applications like Uber is the most prevailing among this group, which are those born between the early 1980s to the early 2000s. A quantitative study approach was undertaken with the aim to find out the behavioral intentions of consumers to use Uber’s ride-sharing service in Kuching, Sarawak and the factors that may influence it, particularly among generation Y consumers. Hypotheses were developed based on the integrated Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) theories to examine the relationships between the dependent variable i.e. behavioral intentions to use Uber service with the independent variables i.e. attitude towards behavior, perceived usefulness, perceived ease of use, subjective norm and perceived behavioral control. The attitude towards Uber service was a mediating variable for the perceived usefulness and perceived ease of use. A quantitative study was conducted primarily with online survey where a total of 131 valid respondents were collected and analyzed. Like the study by Fleischer and Wahlin (2016), which inspired this study found that these independent variables were positively influencing the intention of the generation Y consumers in Kuching to use Uber service. The strongest predictor for intention is the perceived behavioral control and the weakest is subjective norm. The significance of this study gave the researcher a better understanding about Uber's consumers and addressed the knowledge gap in study. The insights can be useful to companies in the ride-sharing and sharing economy, as well as the government.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Consumer.
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Subject
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Transportation -- .
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