EXTENDING THE THEORY OF PLANNED BEHAVIOR TO EXPLAIN CONSUMER INTENTION TO USE ELECTRIC TAXI SERVICES IN HO CHI MINH CITY MỞ RỘNG LÝ THUYẾT HÀNH VI CÓ KẾ HOẠCH ĐỂ GIẢI THÍCH Ý ĐỊNH SỬ DỤNG DỊCH VỤ TAXI ĐIỆN CỦA NGƯỜI TIÊU DÙNG TẠI THÀNH PHỐ HỒ CHÍ MINH

Abstract

The use of electric-powered transportation is seen as a promising solution to reduce emissions into the atmosphere. Despite efforts from both businesses and the government to develop electric vehicles in general, as well as electric taxi services in particular, there are still many limitations. This study aims to expand the theory of planned behavior to identify additional cultural factors influencing the intention to use electric taxi services by customers. A survey using a self-administered questionnaire was conducted with 277 regular users of taxi services in Ho Chi Minh City. The linear structural equation model was used to test the research hypotheses. The results indicate that environmental concern, attitude, subjective norm, and perceived behavioral control positively influence the intention to use electric taxi services. Additionally, this study demonstrates the impact of two cultural factors, collectivism and long-term orientation, on the intention to use electric taxi services by customers. The managerial implications for electric taxi service businesses, as well as policy recommendations for government agencies, are also presented to enhance the intention to use electric taxi services by customers.