Purpose

Mobile taxi booking apps (MTB) have revolutionalized the transportation industry. As taxis can be hired via smartphones, irrespective of any time or place, the business platform for taxi service has completely changed. Now customers are saved from the hassle of going to the designated taxi stands or waiting along the roadside. But, the long-term sustainability of this service depends on its continued use. Therefore, this study aims to explore factors that hedonically incline people toward continuance of MTB. To achieve the purpose, the unified theory of acceptance and use of technology (UTAUT) was extended with mediation effects of hedonic motivation.

Design/methodology/approach

The data were collected from existing users of MTB and analyzed through structural equation modeling and revalidated via artificial neural networks.

Findings

The statistical results show that the main factors of UTAUT substantially create hedonic motivation to use the apps and significantly mediate their effects on behavioral intention to continue using MTB. However, mediation between social influence and continuity intent was not statistically supported. The findings represent important contributions to the extended UTAUT.

Practical implications

This study adds value to the theoretical horizon and also presents M-taxi companies with useful and pertinent plans for efficient designing and effective implementation of MTB. Moreover, limitations and suggestions for future researchers are also discussed.

Originality/value

This study extends UTAUT with the mediating role of hedonic motivation to predict continued use of MTB, which further initiates the applicability of UTAUT in a new setting and a new perspective (post adoption). This, in turn, significantly expands theory by using hedonic motivation as an important attribute that could mediate impact of all main antecedents to shape customers loyalty toward system use.

中文翻译：

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结构方程建模和人工神经网络方法预测移动出租车预订应用程序的持续使用：享乐动机的中介作用

目的

移动出租车预订应用程序 (MTB) 彻底改变了交通运输业。由于可以随时随地通过智能手机打车，出租车服务的商业平台已经发生了翻天覆地的变化。现在，客户免去了前往指定的士站或在路边等候的麻烦。但是，这项服务的长期可持续性取决于它的持续使用。因此，本研究旨在探索享乐使人们倾向于继续使用 MTB 的因素。为了达到这个目的，技术接受和使用的统一理论（UTAUT）被扩展为享乐动机的中介效应。

设计/方法/方法

这些数据是从 MTB 的现有用户那里收集的，并通过结构方程模型进行分析，并通过人工神经网络重新验证。

发现

统计结果表明，UTAUT 的主要因素极大地创造了使用应用程序的享乐动机，并显着调节了它们对继续使用 MTB 的行为意愿的影响。然而，社会影响和连续性意图之间的中介没有统计支持。这些发现代表了对扩展 UTAUT 的重要贡献。

实际影响

本研究增加了理论视野的价值，并为移动出租车公司提供了有效设计和有效实施 MTB 的有用和相关计划。此外，还讨论了对未来研究人员的限制和建议。

原创性/价值

本研究将 UTAUT 扩展为享乐动机的中介作用，以预测 MTB 的持续使用，这进一步启动了 UTAUT 在新环境和新视角（采用后）中的适用性。这反过来又通过将享乐动机作为一个重要属性来显着扩展理论，该属性可以调节所有主要前因的影响，以塑造客户对系统使用的忠诚度。