The immerse growth of ride-hailing usage in Malaysia builds the need for decision makers to understand the potential factors that affect the adoption and application of ride-hailing services. Self-service technology is recognized as one of the most critical factors influencing the individual behavior when using the apps. Ensuring security, functionality and enjoyment along ride-hailing services is also a fundamental challenge to all service providers. There are relatively small number of studies have examined this latent factor. This study aims to evaluate latent factor of self-service technology that affect the individual behavior. Specifically, the self-service technology is taken from the Theory of Acceptance Model. A structured survey is conducted among ride-hailing users in Malaysia. With the use of structured survey for data collection purpose, 391 prospective respondents provided valuable responses. For sampling technique, the simple random sampling was used. The survey consisted two parts; the first part contains respondent profile regarding on their gender, age, an experience on using apps. The second part was the major part of the questionnaire consisting security, functionality and enjoyment measures. Research results suggest that the latent factor of self-service technology with its domain (security, functionality and enjoyment) are fit and reliable using the confirmatory factor analysis. Finally, this study verifies that the effectiveness of self-service technology factor could be used for further research on ride-hailing services.