The Factors Affecting the Intention to Use Xanh SM Taxi Services in Ho Chi Minh City

This study aims to identify the factors influencing the intention to use Taxi Xanh SM services among residents in Ho Chi Minh City, based on a survey of 348 individuals who expressed an intention to use this service. The results indicate five significant factors influencing this intention, ranked in decreasing order of impact according to regression coefficients: (1) Perceived Behavioral Control (0.408), (2) Social Norms (0.274), (3) Attitude toward the Behavior (0.255), (4) Perceived Usefulness (0.110), and (5) Perceived Ease of Use (0.072). Results from the One-Way ANOVA test reveal that older individuals and those with higher income levels tend to have a stronger intention to use Taxi Xanh SM services. Additionally, individuals who use vehicles more frequently are more inclined toward utilizing Taxi Xanh SM services. Based on these findings, the author suggests managerial implications to enhance the intention to use Taxi Xanh SM services in Ho Chi Minh City.