Abstract:
The purpose of the study is to examine traveller's behaviour intention towards technology adoption with respect to using mobile navigation apps by using the UTAUT2 framework. In order to validate and confirm the proposed model, data was collected from 203 respondents who actually use mobile navigation apps while travelling. The proposed model successfully achieved acceptable fit in terms of reliability and validity and was able to explain 52.6 percent variation in behaviour intention of travellers. Results also indicated that performance expectancy, effort expectancy, price value, and habit positively and significantly influence traveller's intention to adopt and use mobile navigation apps while travelling. In addition, income and experience moderates the relationship between hedonic motivation and behaviour intention. Similarly, occupation moderates the relationship between habit and behaviour intention. The study provides valuable insight to the developers and management of navigation apps to motivate travellers to use the mobile navigation app services every time they travel to new places.
