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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Varalakshmi Dandu
Presidency University
Humanities

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Consumer Buying Behavior in Malaysian E-Hailing Services: Examining Price, Service Quality, and Convenience Thiam Yong Kuek; Varalakshmi Dandu; Hassan An Nuqman Hamdan; Yi Chen Han; Xu Guo; Fengyue Guo; Varun Sharma; Inamul Hussain; Shaik Mohammad Afzal; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5079

Abstract

The rapid growth of e-hailing services has transformed urban transportation through digital technologies and increasing demand for convenient and efficient mobility. This study aims to determine the main factors influencing consumers’ behavior when choosing e-hailing services in Malaysia, focusing on price, service quality, and convenience. A quantitative approach was employed using a structured questionnaire distributed to e-hailing users in Malaysia. A total of 152 valid responses were analyzed using descriptive statistics and multiple regression analysis with SPSS. The findings show that price factors have a significant positive effect on consumers’ behavioral intention (b = 0.546, p 0.001), followed by convenience (b = 0.293, p 0.001). In contrast, service quality has a positive but non-significant effect (b = 0.074, p = 0.138). The regression model explains 67.4% of the variance in behavioral intention (R² = 0.674). These findings indicate that consumers place greater importance on affordable and transparent pricing and convenient service features when choosing e-hailing services. E-hailing providers should therefore focus on competitive pricing, convenient booking and payment functions, and reliable digital service features while maintaining adequate service quality.
Understanding Consumers’ Willingness to Use Food Delivery Applications: A Diffusion of Innovations Perspective Thiam Yong Kuek; Varalakshmi Dandu; Yuxin He; Hirriishmen Jegatheesan; Prerana S. Joshi; Yiming He; Zhengyuan Huang; Shreenidhi G. S; Midhat Khursheed; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5080

Abstract

The growing use of food delivery applications has increased the importance of understanding the factors that influence consumers’ adoption decisions. Drawing on the Diffusion of Innovations (DOI) theory, this study examines the effects of relative advantage, compatibility, complexity, trialability, and observability on Malaysian university students’ willingness to use food delivery applications. A quantitative cross-sectional survey was conducted with 149 university students, and the data were analyzed using multiple linear regression. The results show that relative advantage (? = .178, p = .026), compatibility (? = .276, p .001), and trialability (? = .342, p .001) significantly and positively influence behavioral intention, whereas complexity and observability have no significant effects. The model explains 58.0% of the variance in behavioral intention (R² = .580), with trialability emerging as the strongest predictor. In conclusion, students’ willingness to use food delivery applications is primarily driven by opportunities to experience the services, compatibility with their lifestyles, and perceived practical advantages.
Co-Authors Daisy Mui Hung Kee Fengyue Guo Hassan An Nuqman Hamdan Hirriishmen Jegatheesan Inamul Hussain Midhat Khursheed Prerana S. Joshi Shaik Mohammad Afzal Shreenidhi G. S Thiam Yong Kuek Varun Sharma Xu Guo Yi Chen Han Yiming He Yuxin He Zhengyuan Huang