THE DECISION TO USE SERVICES TAXI BY MOBILE APPLICATION IN BANGKOK

Abstract

The purposes of this research were to study the factors affecting of using taxi service via mobile application in Bangkok. Researcher collected 390 samples data from customers that use taxi service by mobile application in Bangkok. The statistic tools used for data analysis is SPSS program, which is comprised descriptive statistics, including frequency, percentage, mean, and standard deviation, and the inferential statistics, including t-test and one-way ANOVA. Result of research as follows: Consumer behaviors, shows that most customers use Grab Taxi, Most importantly because it’s fast and convenience to call a taxi also information always appear on social media, website. Most of customer use service on weekend or holiday at 4 a.m. – 10 p.m. The customers always make their own decision to use this service. The most popular location is shopping mall. Frequency of service around 1-7 times per month. The expenses range is 100-200 Thai Baht. Waiting time of service is around 5-10 minutes. The hypothesis test results showed that the different factors are frequency of service per month and service expenses per time. The differential decision use service taxi by mobile application with statistical significance at the levels of 0.01 and 0.05.