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Do, D. H., Pham Nguyen Minh, T., & Minh, H. V. (2023). Understanding the Intention to Use the Grab Service in Ho Chi Minh City. KnE Social Sciences, 8(20), 468–486. https://doi.org/10.18502/kss.v8i20.14621

https://doi.org/10.18502/kss.v8i20.14621

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authors

  • Dat Ho Do

    Dat Ho Do

    FPT University
  • Toan Pham Nguyen Minh

    Toan Pham Nguyen Minh

    FPT University
  • Hieu Vo Minh

    Hieu Vo Minh

    FPT University

Published Date

  • Dec 7, 2023

Understanding the Intention to Use the Grab Service in Ho Chi Minh City

KnE Social Sciences / The International Conference on Environmental, Social and Governance (ICESG 2022) / Pages 468–486

Abstract

The primary objective of this study was to identify the factors that influence Grab’s intention to use its services in Ho Chi Minh City and assess the impact of these factors. The ultimate goal was to provide appropriate recommendations to enhance Grab’s services. The study involved 200 participants from Ho Chi Minh City. To achieve this objective, a quantitative research method was employed, and several analytical techniques were used, including reliability testing using Cronbach’s Alpha coefficient, exploratory factor analysis, correlation analysis, and regression. The analysis results revealed three factors that significantly influence the intention to use Grab services, ranked in descending order of influence: (1) Perceived Usefulness, (2) Price Value, and (3) Alternative Vehicles. These factors play a significant role in shaping customers’ intentions to use Grab’s services. The study acknowledges its limitations and suggests future research directions for similar studies to further explore and refine the understanding of customer behavior in the ride-hailing industry.


Keywords: intention, service quality, perceived usefulness, prive value, alternative vehicles

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