THE FACTORS INFLUENCING THAI PASSENGER’S INTENTION TO REUSE GRAB CAR SERVICE IN BANGKOK

Bangkok is the urban area, where people need convenient and comfortable lifestyle, transportation is one of important factors for urban life since the travel plan should be prepared for traffic congestion, crowd, and rush hours. However, there are many issues in public transportation, even though they are legal, regulated, policies are not strict enough to protect the passengers. This has led to the emergence of e-hailing services in Thailand in recent years. The research aims to explore the key factors influencing Thai passenger’s intention to reuse Grab Car service in Bangkok. The researcher focuses on six factors which are Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Perceived Price (PP), Perceived Convenience (PC), Perceived Safety (PS), and Brand Image (BI). The respondents are 400 Thai passengers who live in Bangkok and have experienced on using Grab Car service during the last three months. This researcher uses Cronbach’s Alpha method to test the validity and reliability of questionnaires and uses Descriptive Research method to analyze the demographic data of respondents. The results from this research can conclude that four independent variables, consist of perceived usefulness, perceived price, perceived safety, and brand image significantly influence to Thai passenger’s intention to reuse Grab Car service in Bangkok