| dc.description.abstract | Uber taxi has come to Vietnam since 2014 which has provided a means of transportation for all of people who is living in Vietnam. Uber taxi allows the direct connection to drivers who are under contract with company. From two-year being introduced, Uber has day by day affirmed their position in taxi market through the ceaseless growth of the number of their market share.
Based on the theory of the role of intention to act and the factors affecting the intention to use Uber taxi service, researchers surveyed 200 people living in Ho Chi Minh city to determine the factors influencing the intention to use Uber taxi in HCMC.
The factor analysis method was used with the original set of 25 variables, representing the six groups of factors. Through the step analyze the reliability and correlation analysis, the researcher has removed two unsuitable variables and adjusted the research model to 23 components or variables of six groups. They are Subjective Norm, Perceived Behavioral Control, Perceived Quality, Perceived Value, Brand Recognition and Perceived Usefulness.
The value of these factors in the Multiple Linear Regression shows that six these factors have definite influencing level on customer intention in which the highest impacting factor is Perceived Usefulness, the second highest is Perceived Behavioral Control, the three next are Perceived Quality, Brand Recognition, Subjective Norm and the least influencing factor is Perceived Value.
From these result, the study put forward some recommendations to facilitate Ubercompany to achieve their goal by implementing efficient strategies or meaningful programs for improving Uber’s performance, which are thoroughly mentioned in chapter V of the research. | en_US |
