THE IMPACT OF TECHNOLOGY ON CAR RENTAL BEHAVIOR IN BANGKOK METROPOLITAN REGION

Abstract

The purposes of this research were to compare levels of technology acceptance using A and B applications; and to determine factors affecting behavior of using A and B applications. Conceptual framework was based on Technology Acceptance Model (TAM) and network externality concept. Stratified random sampling technique was applied to select 419 application users to answer self-reported questionnaire. Data were analyzed by bivariate analysis and Linear Regression model analysis. Research findings revealed that levels of technology acceptance of using A application were significantly higher than those of B application; and factors that significantly affected behavior of using A and B applications consisted of Perceived Number of Peers, Perceived Number of Cross Platforms, Perceived Complementarity, Perceived Ease of Use, Perceived Usefulness, Perceived Security, Attitude toward Technology, Descriptive Norm, Injunctive Norm, Subjective Norm, Behavior Intention, and Usage Behavior. These results implied that user have similar opinions about the relationship of each factor. There may be different coefficient relationships between the two applications. Analysis shows that users of A and B applications do not have different opinions.