What Makes Users Continue to Want to Use the Digital Platform? Evidence From the Ride-Hailing Service Platform in Vietnam

Abstract

This study investigates the relationship between belief structures (perceived compatibility, self-efficacy, and subjective norm), behavioral adaptation, satisfaction, and continuance intention of a platform-based ride-hailing service called “Grab” in Vietnam. After applying a questionnaire-based survey method and convenience sampling for data collection, the study collected 439 responses from the current users of Grab. A structural equation modeling procedure was used to verify the hypotheses. The results revealed that, except for the relationship between perceived compatibility and behavioral adaptation, all belief structures positively affect behavioral adaptation and satisfaction. Furthermore, both satisfaction and behavioral adaptation positively affect the continuance intention. Our study also demonstrated the partial and full mediating role of behavioral adaptation between self-efficacy and continuance intention, and between subjective norm and continuance intention, respectively. Our study broadens the current understanding of the relationship mechanism between belief structures, behavioral adaptation, and continuance intention. Theoretically, this study is the first research into the relationships between belief structure, behavioral adaptation and continuance intention, and it also identifies the mediating effects of behavioral adaptation on continuance intention in the platform-based context. Additionally, our study offers insightful implications for firm managers to retain users effectively by boosting the factors contributing to continuance intention.

The Factors of Continuance Intention to Use Mobile Payments in Sudan

“…According to a study by Tam, the benefits provided by mobile services are critical to consumer satisfaction (Tam et al, 2020). Furthermore, satisfaction is a strong determinant of future intention, a finding similar to that of (Nguyen & Ha, 2022). Moreover, users' continuous intention to use m-payment is significantly influenced by their performance expectancy and satisfaction.…”

“…The importance and validity of the satisfaction construct as a major factor stayed the same as in previous research (Jaiswal et al, 2022;Tam et al, 2020), in which the variable affected the intention to continue both indirectly and directly. The satisfaction factor had the greatest impact on the intention to continue to use mobile payment in the future, followed by the expectancy confirmation factor on performance expectancy, these finding consent with (Nguyen & Ha, 2022;Sasongko et al, 2022). According to a study by Tam, the benefits provided by mobile services are critical to consumer satisfaction (Tam et al, 2020).…”

Investigating the continuous usage intention of app-based ride-sourcing services: An Extended Expectation–Confirmation Model

“…Fauzi and Sheng (2021) claimed that the continuance use intention is associated with perceived utilitarian value and perceived hedonic value. According to Nguyen and Ha (2022), users' level of satisfaction, behavioural adaptation, and self-e cacy greatly in uence their intention to keep using ride-sourcing services platforms.…”

Chinese Consumers' E-Learning Satisfaction and Continuance Purchase Intention on Paid Online Python Course

“…At the same time, some research indicates that there is an indirect relationship between self-efficacy and continuance intention. For instance, Nguyen and Ha ( 2022 ) indicated that self-efficacy indirectly affects Grab users' continuance intention through behavioral adaptation in the platform-based context. In short, the relationship between self-efficacy and continuance intention differs in different contexts.…”