THE INFLUENCE OF TRUST ON CONSUMER BEHAVIORAL INTENTION TO USE ONLINE TRANSPORTATION SERVICE â A CASE STUDY OF GOJEK
The sharing economy is gradually reshaping the transportation industry. Online transportation is one of the transport innovations that emerged amid the popularity of the sharing economy business model. As trust is an essential concern in the online environment, it is critical for service provider an...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/54156 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The sharing economy is gradually reshaping the transportation industry. Online transportation is one of the transport innovations that emerged amid the popularity of the sharing economy business model. As trust is an essential concern in the online environment, it is critical for service provider and policymakers to understand the role of trust on consumers’ behavioral intention to use online transportation services. By using Technology Acceptance Model (TAM) as the basic model, this research explores the influence of trust and perceived risk on consumers’ behavioral intention to use online transportation services in Indonesia. This study investigated the effect of trust directly and trust as a mediator of the others constructs on behavioral intention. The data was collected in Indonesia through an online questionnaire from 299 respondents who had used Gojek online transportation services. This study applied a partial least square structural equation modeling (PLS-SEM) approach to verify the research model and hypotheses. The empirical findings reveal that trust has direct effect on behavioral intention and the role of trust as mediator statistically significant influence the relationship between others constructs and consumers’ behavioral intention to use online transportation services. This study contributes to a deeper understanding of the effect consumers’ trust on their behavioral intention to continue using online transportation services, which can be utilized by Gojek management and policymaker to promote the innovation of online transportation services.
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