|
Factors Influencing Grab Application Continued Usage Intention and Intention to Subscribe to Grabunlimited |
|---|---|
| รหัสดีโอไอ | |
| Creator | Apichart Sompolpong |
| Title | Factors Influencing Grab Application Continued Usage Intention and Intention to Subscribe to Grabunlimited |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2568 |
| Journal Title | Journal of information systems in Business |
| Journal Vol. | 11 |
| Journal No. | 2 |
| Page no. | 74 |
| Keyword | Delivery Application, Extended Consumption Value Theory, Satisfaction, Continuous Usage Intention, Subscription Intention |
| URL Website | http://www.jisb.tbs.tu.ac.th |
| ISSN | 3088-1692 |
| Abstract | This research aims to study the value factors affecting overall satisfaction and continuous usage intention of the Grab application by applying the Extended Consumption Value Theory. This quantitative research collected data from 216 Grab application users who were not yet GrabUnlimited members. The findings revealed that only three factors positively influenced overall satisfaction: price value, affordance value, and visibility, while prestige value did not have a significant impact. Factors affecting the intention to subscribe to GrabUnlimited included continuous usage intention, social influence, point mechanisms, and trial strategy, with trial strategy having the strongest influence while advertising value did not have a significant impact as well. The research results provide benefits both theoretically by expanding knowledge about consumer behavior in the digital era, and practically for application developers and marketers in the delivery and ride-hailing business. |
