Adoption of E-hailing Applications: A Comparative Study between Female and Male Users in Thailand

Abstract

E-hailing, a process of ordering a taxi via mobile devices, has become popular in Thailand recently. This study focuses on applying Diffusion of Innovations Theory and Technology Acceptance Model in examining the factors affecting adoption of e-hailing applications in Thailand. The objective of this comparative study is to find significant factors influencing female and male users to adopt E-hailing applications. The hypotheses are constructed to test the influence of five factors on consumers’ attitude. This study uses a survey to collect data from 200 female and 200 male users who have experienced using e-hailing applications. The results indicate that the relative advantages and ease of use have an influence towards the adoption of e-hailing applications in both genders. Interestingly, social influence and physical security influence the adoption of e-hailing applications for among male users only.