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

Authors: Keng-Boon Ooi; Fang-Ee Foo; Garry Wei-Han Tan

Addresses: Faculty of Business and Information Science, Department of Management Studies, UCSI University, No. 1, Jalan Menara Gading, UCSI Heights (Taman Connaught), Cheras, 56000 Kuala Lumpur, Malaysia ' Faculty of Business and Information Science, Department of Management Studies, UCSI University, No. 1, Jalan Menara Gading, UCSI Heights (Taman Connaught), Cheras, 56000 Kuala Lumpur, Malaysia ' Faculty of Business and Finance, Department of Marketing, Universiti Tunku Abdul Rahman (Kampar Campus), Jalan Universiti, Bandar Barat, 31900 Kampar, Perak Darul Ridzuan, Malaysia

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.

Keywords: Malaysia; Mobile Commerce; Mobile Taxi (m-taxi); Partial Least Square Structural Equation Modeling (PLS-SEM); Unified Theory of Acceptance and Use of Technology (UTAUT).

DOI: 10.1504/IJMC.2018.091391

International Journal of Mobile Communications, 2018 Vol.16 No.3, pp.341 - 359

Received: 06 Nov 2016
Accepted: 01 Feb 2017
Published online: 30 Apr 2018 *

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