A Study on the Structural Relations among Factors Influencing the Adoption Intention of Grab Ride-Hailing Service in Vietnam

Abstract

The ride-hailing service is considered an exploding transportation tool throughout Vietnam. While most of citizens in big cities have accepted ride-hailing service, there are still a significant number of non-users in small and non-cities. Analyzing the factors that influence the adoption intention toward Grab ride-hailing service in Vietnam is especially critical to encourage the usage of this service. This paper proposes the structural framework based on the combination between the theory of perceived value, perceived risks and theory of innovation acceptance to predict the adoption intention of nonusers. The perceived value is measured by utilitarian benefits and hedonic benefits (perceived usefulness (PU) and perceived ease of use (PEOU) – the former, perceived enjoyment – the latter). The perceived risk is conceptualized by three variables: privacy risk, security risk, and performance risk. Subjective norms also support the adoption intention. The new variable automobile dependency is added to examine its positive impact on adoption intention. The data were collected in Vietnam, the respondents are non-users or indirect users of Grab ride-hailing service from small or non-cities. The result shows that perceived usefulness, perceived ease of use, perceived enjoyment, subjective norms directly affect perceived value, which directly affect the adoption intention. Additionally, perceived risk also significantly impacts the adoption intention and moderates the relationship between perceived value and adoption intention. Finally, the automobile dependency influences the adoption intention of Grab ride-hailing service.