Paper #24
Factors Affecting Customer Intentions to Use Grab Trike in Zamboanga City, Philippines: An Integrated Analysis Approach
Presenting author: Anna Pearl B. Iglesia
Session: O09
Abstract
This study examined the factors that motivate commuters in Zamboanga City to utilize Grab Trike, a recently introduced app-based micro-mobility service. The study utilized the use of the Perceived-Risk Theory with the integration of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT-2) to reach a deeper understanding of a user-commuter behavior. It examined how people's tendency to try the service is influenced by several factors, including its perceived benefits, individual motivation, social influence, and incorporated risk concerns. To identify the critical factors impacting adoption and to shed light on how commuter decisions are influenced by technology and trust, the study employed Structural Equation Modeling (SEM) to show these interactions. An online questionnaire was used to collect surveyed information from 350 qualified participants. The results showed that the Intention to Use (ITU) Grab Trike was significantly impacted by Subjective Norm (SN), Perceived Behavioral Control (PBC), and Attitude Toward Use (ATU). The results also showed that consumers' favorable opinions regarding utilizing the facility were strengthened by motivational factors such as Performance Expectancy, Effort Expectancy, Hedonic Motivation, Price Value, Habit, and Social Influence. The results also emphasized how these attitudes are shaped by perceived risks, including time, money, performance, social, and physical dangers. It is interesting to note that users' preexisting beliefs eased the effects of these threats rather than merely acting as obstacles. Put differently, those who already had a favorable opinion of Grab Trike were less likely to be worried about things like cost, safety, or imaginable inconvenience. Finally, the study sheds light on how social influences, perceived risk, and motivation all have an equal impact on whether new transportation options are accepted in a developing city. To assist the city's objective of creating a more sustainable transportation system, the findings provide Grab, local government entities, and urban transport planners with useful advice on how to improve safety etiquette, pricing systems, and community trust.