FACTORS AFFETING TECHNOLOGY ACCEPTANCE AND USAGE AND BEHAVIOR OF GRAB TAXI AND LINE TAXI APPLICATION

Abstract

The objective of this research is to compare the acceptance of technology and application behavior of Grab Taxi and Line Taxi and to study factors affecting the adoption of technology and application behavior. Grab Taxis and Line Taxi with the concept of applied research from Technology acceptance model. Stratified random sampling technique was applied to select 400 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 and usage behavior of Grab Taxi application were lower than those of Line Taxi; and factors that significantly affected level of technology acceptance and usage behavior of Grab Taxi and Line Taxi applications consisted of perceived number of peers, perceived number of cross platforms, perceived complementarity, perceived usefulness, perceived ease of use, Perceived Security, Attitude towards Application, Injunctive Norm, Descriptive Norm, Subjective Norm, Behavior Intention and Usage Behavior