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Advanced E-Business Research

International Trends & Issues

Edited By Stephan Böhm, Werner Quint and Peter Winzer

Since years, e-business research is subject of many conferences and publications. While researchers and practitioners often focus on e-business systems and applications, so far little attention has been given to the development of innovative and sustainable e-business models and solutions. This publication fills this gap by discussing the following key issues: What are challenges and opportunities for international e-business? What are the barriers and risks for companies implementing e-business models? How can they succeed in the long-term? In this context, this publication provides in-depth studies of consumer needs, cultural requirements as well as conditions of economic efficiency and successful implementation of e-business solutions. It is intended for e-business novices as well as advanced researchers and practitioners.

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Using the Technology Acceptance Model and Cultural Values to Explain the Adoption of the GrabTaxi Application in Thailand (Peerayuth Charoensukmongkol / Chayanee Suwanprapaisri)


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Using the Technology Acceptance Model and Cultural Values to Explain the Adoption of the GrabTaxi Application in Thailand

Peerayuth Charoensukmongkol, Chayanee Suwanprapaisri

Abstract: The present study draws on the technology acceptance model (TAM) as a framework for investigating the attitude and behavioral intention behind the use of the Grab Taxi Application (GTA) which is an automated smartphone-based booking and dispatch platform for the taxi service in Thailand. The present research also incorporates cultural values to explain Thai passengers’ perceptions of the GTA adoption. Survey data were obtained from 303 graduate students at a public university in Thailand using a convenience sampling technique. Partial least squares regression was used for data analysis. For the role of TAM, the results confirmed the significant contribution of perceived usefulness and perceived ease of use to attitudes toward using GTA. This, in turn, significantly explained intention to use GTA. Regarding the influence of cultural values, the analysis shows thatindividuals characterized by long-term orientation and collectivism rated perceived usefulness more favorably; individuals characterized by collectivism and high uncertainty avoidance rated perceived ease of use more favorably; individuals characterized by high power distance rated attitude toward using more favorably; individuals characterized by collectivism rated intention to use more favorably. However, there was no significant support for the linkage between masculinity and any TAM components. Overall, the main findings from this research provided some recommendations for the management of the Grab Taxi Company to help them to identify and emphasize the...

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