The Experiential Strategy to Behavior Change for New Services: Case Study of Uber in Taiwan

Abstract

While the notion of service science was introduced into the world, new services were continually developed to instead of old ones. This could stimulate economy growth again, and improve our life quality, if the new service could be adopted and engage and keep users into service systems. This involves an issue of behavior change. This study proposed an experiential strategy to change behaviors of users. In order to ensure the effectiveness of the experiential strategy, and to exploring how the antecedences of behaviors change under the experiential strategy, a research model in this study was built on the basis of TPB (theory of planed behavior) and stages of readiness for change model (transtheoretial model). This study took Uber as a case to conduct a survey research, and try to identify groups of users by their use experience to collect data. The datasets were analyzed by PLS (Partial Least Square) software. The results supported the effectiveness of the experiential strategy to change behaviors. Through comparing estimated models for groups, this study found that attitude to a service equally influences users' behavioral intention across models. The influence of subjective norm to a new service would decreases, when users' behaviors were more solid. The reverse direction would occur to the behavior control. Conclusions and managerial implications would be also provided on the basis of results of this study.