Factors That Influences The Uses Of E-Hailing As Public Transportation For University Students In East Coast, Malaysia

Abstract

In this advance era where technology evolve vastly, other industry also evolve. A significant change has occurred in transportation industry in Asian country including Malaysia. The emergence of mobile transportation application has led to increase in demand for e-hailing services. E-hailing services are demand in a community including to university students. This study aims to bridge the gap by examine the factors that influence the uses of e-hailing as public transportation, particularly in relation to university students in East Coast, Malaysia. This study is a quantitative research and using a non-probability convenience sampling. Software Science for Social Science (SPSS) are used to analyze data collected from 379 university students. The target respondents are focusing in three university that is University Malaysia Kelantan (UMK), University Malaysia Pahang (UMP), and University Malaysia Terengganu (UMT). The results indicate that price, safety and marketing are significant to the intention to use e-hailing services among university students. The outcomes of this study will provides a better understanding e-hailing company to improve the services and attract more university students and potential customers to use e-hailing services.