CONSUMERS' INTENTION TO ADOPT MOBILE TAXI BOOKING APPS: AN APPLICATION OF THE THEORY OF PLANNED BEHAVIOR

Due to the drastic digitalization, the public transportation industry has transformed its service strategies by introducing a mobile application-based taxi service system. Mobile Taxi Booking (MTB) Apps have become very popular in Sri Lanka due to the abundance of smartphones. The study attempted to examine the customer intention to use online Taxi-Booking App's referred to the Theory of Planned Behavior research context. The descriptive survey-based approach was applied for the present and structured questionnaires were used to collect the data. Confirmatory factor analysis and structural equation modeling techniques were generally utilized for statistical analysis. The findings of this research study are attitude, perceived behavioral control, and subjective norms that had an important effect on behavioral intention to adopt mobile taxi booking applications in Sri Lankan consumers. Further findings help to e-haling service providing companies and mobile apps developers to perform their service using effective marketing strategies for developing a marketing plan profitably and improve user-friendly mobile apps with value-added features.