The impact of new technology on the acceptance of customer in sharing economy: A application and extend of UTAUT model: The Case Study in HCMC

Abstract

In recent years, sharing economy is more and more popular in the development of the economy. Nowadays, there are many thousands of sharing economy platforms operating in almost every sector and activity around the world, the behaviors of the customer also have changed and thus, change the way companies and enterprises do their business. Companies have many opportunities to approach their customers, especially, through the sharing economy. In this age, moving services using positioning technology are now very popular. But with it, there are some limited risks that can occur directly to the user that makes them considering to use the service. Based on Unified theory of acceptance and use of technology that the research proposed a theoretical model is suggested along with the scales of components. The data collected for quantitative analysis from both online and offline survey of 430 individuals who already using Grab to test the scale models and theoretical models and the qualitative research was conducted with the participant of 10 respondents in an in-depth interview and 4 groups in focus group. The scales achieve acceptable reliability and qualified value through this result of the verification of measurement models, the components include Performance Expectancy, Effort Expectancy, Subjective Norm, Perceived Risk, Facilitating Conditions. Beside of this report, the research team hopes that the result will contribute to helping enterprises have better understand the acceptance of customer in sharing economy by approaching new technology as well as planning out suitable strategies in their business to increase more productivity and profits.