Abstract

The purpose of this research is to assess the factors that determine adoption of the ride hailing applications by students of Higher Education Institution in Quezon City using moderators of Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technology Acceptance Model (TAM). Popular transport services such as ride-hailing services have recently impacted the urban mobility system in places such as Metro Manila creating options to traditional public transportation in heavily populated and traffic areas. The key factors include perceived usefulness, perceived ease of use, social influence as having a major influence on students’ intention to use such applications. A total of 212 participants’ responses were gathered and analyzed using the quantitative and qualitative data collection and analysis tools and the results indicate respondents preferences, their experience and how outside factors affect their ride-hailing decisions.The study reveals that perceived usefulness and ease of use improve students' behavioral intention to use ride-hailing apps. However, students are influenced by positive word of mouth and social influence while making their decisions. The research shows the need for ride-hailing firms to adapt service quality and user experience to fit the needs of this group. The findings derived from this study offer useful prescriptions for both subsequent research and improved marketing communication and service customization for the benefit of student consumers.