Interrelationships between behaviour intention and its influential factors for consumers of motorcycle express cargo delivery service

ABSTRACT

Motorcycle express cargo delivery service (MECDS), part of the ‘sharing economy’, allows utilisation of motorcycle surplus capability without requiring additional investment. Investigating interrelationships of factors that influence MECDS use, this research uses a framework based on theory of planned behaviour (TPB), technology acceptance model (TAM), and perceived risk. The analysis applies partial least squares structural equation modeling (PLS-SEM) to explore path relationships of influential factors. To elaborate heterogeneity, it applies PLS multi-group analysis by gender and prior MECDS use, and PLS prediction-oriented segmentation for latent variables. A survey of 287 valid respondents included users of GoGoVan's MECDS and nonusers Except for subjective norm, all factors from TPB and TAM can influence and explain, either directly or indirectly, behaviour intention about using MECDS. Perceived usefulness mediates the impact of perceived ease of use on behaviour intention; user type and also latent variables moderate the model. Managerial implications are provided in conclusion.

KEYWORDS:

• Motorcycle express cargo delivery service
• sharing economy
• theory of planned behaviour
• partial least squares structural equation modelling
• heterogeneity analysis

Acknowledgement

This work was supported in part by the Ministry of Science and Technology, Taiwan. The authors are indebted to General Manager Mike Hsu and Manager Johnny Chiang of GoGoVan Company in Taiwan for their assistance in the questionnaire survey.