On the way: Hailing a taxi with a smartphone? A hybrid SEM-neural network approach
Amos Junke Lau, Garry Wei‐Han Tan, Xiu-Ming Loh, Lai-Ying Leong, Voon‐Hsien Lee, Keng‐Boon Ooi
Abstract
Undoubtedly, mobile taxi booking (MTB) services have resulted in a significant disruption to the lives of the general public. However, with a lot of firms offering the service in Malaysia, this will bring about confusion to users, especially in deciding which MTB service is the best for their usage. As such, this research looks into determining the antecedents that affect the adoption of MTB services. This was achieved through the utilization of an extended Mobile Technology Acceptance Model (MTAM). A total of 330 usable responses were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) that yielded novel insights which will significantly benefit numerous stakeholders. Furthermore, this research extends the literature on MTB services from the perspective of a developing country and verifies the robustness of using an extended MTAM.