Strategy Formulation to Increase User Intention to Use Electric Ride Hailing Service in Indonesia

Asian Journal of Engineering, Social and Health Pub Date : 2024-02-10 DOI:10.46799/ajesh.v3i2.254

Yohanna Gracia Christie, Novandra Rhezza Primary

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Abstract

The emergence of electric ride-hailing services as a form of contribution from applicators in response to the government's transformation movement towards massive and equitable use of electric vehicles (EVs) by 2030 has captured the attention of the public in Indonesia. However, this new business model still needs to be reviewed to gain more awareness so that more users can use the service. Research on user perceptions of the technology is needed to develop electric ride-hailing services. Analysis of factors related to the user adoption process of electric online transportation services will be carried out using an integrated model of the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). Data processing and analysis will be carried out using the Structural Equation Modeling (SEM) method. The results showed that usefulness has a significant effect on Attitude Towards Use and Attitude Towards Use has a significant effect on Intention to Use so that applicators are expected to be able to implement strategies in increasing user perceptions of the value of usefulness in increasing the intention to use this service.

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印度尼西亚提高用户使用电动乘车服务意愿的策略制定

为响应政府在 2030 年前实现大规模、公平使用电动汽车（EV）的转型运动，作为应用者贡献的一种形式，电动乘车服务的出现吸引了印度尼西亚公众的注意力。然而，这种新的商业模式仍需重新审视，以获得更多的认知度，从而让更多的用户使用这项服务。要发展电动乘车服务，就需要研究用户对该技术的看法。将采用技术接受模型（TAM）和计划行为理论（TPB）的综合模型，对用户采用电动在线交通服务过程中的相关因素进行分析。数据处理和分析将采用结构方程建模法（SEM）进行。结果显示，有用性对使用态度有显著影响，而使用态度对使用意向有显著影响，因此预计应用者能够实施相关策略，提高用户对有用性价值的感知，从而提高使用该服务的意向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Asian Journal of Engineering, Social and Health

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