Determining Factors Affecting the Acceptance of Grab Application in the Philippines using UTAUT2 Approach

This study tackles about the factors influencing user's usage of Grab application in the Philippines to which we adapted the concept framework of Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) by Venkatesh et al. and Structural Equation Modeling (SEM) for the statistical analysis. The result of the research shows that habit significantly influence the users in their intention of using Grab, while the strongest predictor in the model was shown to correlate between hedonic motivation influence to performance expectancy. Filipino users were observed to value the enjoyment that they experience on the benefit from using the application and services while the habitual usage deemed to be the only significant reason why they will intend to use the application. With these along the other significant variables analyzed in the research, the overall result may be of great help in providing insights to Grab, on how they are faring in the Philippines market and to what factors should they focus more in improving their influence – in terms of mobile technology and services.