Shaping the Future of Mobility: Key Factors Influencing the Digitally Affluent Generations' Adoption of E-Hailing Services in Sarawak

Abstract

This study explores the critical factors influencing the adoption of e-hailing services among Generation Y (Gen Y) and Generation Z (Gen Z) in Sarawak, Malaysia, a state aggressively shifting toward a digital economy. Grounded in the Technology Acceptance Model (TAM), the research investigates the influence of perceived ease of use, perceived usefulness, perceived safety, and subjective norm on Gen Y and Z’s intention to adopt e-hailing services. A quantitative approach was employed, utilizing a structured survey administered to 384 respondents. Structural Equation Modelling (PLS SEM) using SmartPLS 4 was applied to test the hypothesized relationships. The findings reveal that perceived usefulness and subjective norm significantly influence Gen Y and Gen Z's intention to adopt e-hailing services, while perceived ease of use and perceived safety do not. These insights provide valuable implications for e-hailing service providers, policymakers, and developers in designing user-centred platforms. The study expands the original TAM by incorporating additional constructs to provide a more comprehensive understanding of e-hailing adoption among Gen Y and Gen Z in Sarawak. Furthermore, the findings contribute to the broader discourse on digital mobility adoption in developing regions and inform future strategies for inclusive and user-driven digital transformation.