Motivational and Control drivers in the Technology Acceptance Model [TAM] in online transportation services

Sharifi Asadi Malfef, Neda; Kazemi Balef, Ensieh

doi:10.22119/jte.2021.228233.2442

Motivational and Control drivers in the Technology Acceptance Model [TAM] in online transportation services

Document Type : Scientific - Research

Authors

¹ Islamic Azad University of Sari

² Islamic Azad University of Babol

10.22119/jte.2021.228233.2442

Abstract

The purpose of this study was to investigate the motivational and control drivers in the Technology Acceptance Model [TAM] of online transportation services. The research method was applied in terms of purpose and in terms of data collection; it is a descriptive [survey] type with the Technology Acceptance Model as its theoretical framework. The statistical population of this study includes 384 SNAP clients that were selected based on convenience sampling [non-random sampling] method. Data collection was a library and field methods [standard questionnaire]. Two different questionnaires were used and localized to collect the relevant data in this study including 1) Yeo et al [2017], 2) Putrianti and Semuel [2018]. The validity was confirmed by convergent, divergent and composite validity. After checking the reliability by Cronbach's alpha, it was revealed that the reliability of the questionnaire is 0.94, which is fair enough to use for study. Finally, descriptive statistics [describing the demographic characteristics of the respondents] and inferential [modeling structural equations under partial least squares] were used to analyze the data. The collected raw data were analyzed with SPSS and PLS. The results showed that hedonic motivation, prior online purchase experience, cost-saving orientation, time-saving orientation as motivational drivers has a significant effect on post-usage usefulness, as well as the effect of post-usage profitability on trust and attitude, the effect of attitude on behavioral intention, quality effect on trust, attitude and behavioral intention were also confirmed.

Keywords

20.1001.1.20086598.1400.12.4.7.4

Main Subjects

Management

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