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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Shaik Mohammad Afzal
Universiti Tunku Abdul Rahman
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.
Co-Authors Daisy Mui Hung Kee Fengyue Guo Hassan An Nuqman Hamdan Inamul Hussain Thiam Yong Kuek Varalakshmi Dandu Varun Sharma Xu Guo Yi Chen Han