Valoración del nivel de aceptación de una aplicación móvil de taxi en la ciudad de Manta bajo el enfoque de la teoría TAM.

Abstract

Manta is cataloged one of the most important cities of Ecuador being the second seaport, hundreds of tourists visits the city every day; therefore, private transport (taxis) is used in great majority, being so important for transportation within the city, however, there are certain factors that influence consumption of the same, such as safety, price and speed. The objective of this research is to examine the motivations, perceptions and adoption trend of citizens when making the decision to obtain and use a mobile taxi application instead of the traditional method in a large metropolitan environment, taking into account the theory of the Technology Acceptance Model (TAM) and the survey made by Davis (1989). Four hundred and fifty users of taxi applications were surveyed about their usage patterns, perceptions about the technology and their behavioral intentions to use the mobile taxi service application. The results of this study confirm that almost the entire Manta’s population has a mobile smartphone, they have previously used a mobile application and more specifically Taxi app which facilitated the investigation. The reliability of the four indicators was demonstrated (perceived usefulness, attitude, behavioral intention of use and perceived ease of use). The hypotheses proposed in the TAM model were validated, and it was concluded that the acceptance level of a mobile application in Manta is high, and statistically significant. Additionally, the direct correlation between all variables was checked, highlighting the relationship between perceived usefulness and attitude.