Can mobile taxi redefine the transportation industry? A systematic literature review from the consumer perspective

Abstract

In the past, taxi booking can be a hassle. Consumers must queue at one of the designated taxi stands, hail a taxi by the roadside or dial through a specific phone-based booking hotlines. However, with the recent agglomeration and proliferation of three important technologies (e.g. 4G, GPS and smartphone devices), taxi booking has never been easier. Today, consumers can book a taxi using one of the available apps in their smartphone. This new technology innovation is known as mobile taxi (m-taxi). Although there are huge potential of adopting m-taxi, surprisingly little research was conducted on the acceptance of consumers. The study intends to close the research gap by proposing a conceptual model on the motivation of consumer to adopt m-taxi. The study serves valuable information to scholars and also practitioners such as mobile software developers, policymakers and tourism-related organisations who wish to integrate m-taxi as part of their business and marketing strategies.