GENERATION Y BEHAVIORAL INTENTION TO USE GRAB CAR: AN EVIDENCE FROM INDONESIA

Abstract

Purpose The purpose of this study is to investigate the intention of Indonesian generation Y West Java province consumers to use the services of Grab Car and the factors that influence this intention. The independent variables are Perceived Usefulness, Perceived Ease of Use, Subjective Norm, and Perceived Behavioral Control. Additionally, Attitude Toward Behavior become mediating variable for Perceived Usefulness and Ease of Use toward Behavioral Intention to Use. Design A 40 items instrument was distributed to Grab Car generation Y customers. The approach used was quantitative research with non-probability sampling technique, specifically snowball and purposive sampling technique. The analysis was performed on 292 valid responses. Exploratory factor analysis and Confirmatory factor analysis was deployed to check the validity and reliability of instrument. Hypothesis testing conducted using Structural Equation Modelling. Findings The most influential factor toward Behavioral Intention to Use of Grab Car on Indonesian generation Y is Attitude followed by Subjective Norm; the most influential factor toward Attitude is Perceived Ease of Use followed by Perceived Usefulness; Perceived Ease of Use also found to be influential factor of Perceived Usefulness; and Perceived Usefulness as well as Perceived Behavioral Control found has no influences toward Behavioral Intention. Value This research contributes to the literature of consumer behavior by adding insight about the Behavioral Intention of Indonesian generation Y to use ride-hailing services like Grab. The research topic about Indonesian generation Y is still few. It examines the importance of relevant factors that influence the intention of consumers to use the Grab Car service by applying an integrated model of the TPB and TAM. The results provide theoretical implications which can be used as basis for further research as well as managerial implications which help companies within the sharing economy to improve their services.