• Dr. Namrata Maheshwari

Online Cabs are becoming popular worldwide. The study focuses upon exploring the impact of perceived risk, perceived enjoyment, subjective norms and facilitating conditions on the customer’s attitude, behavioral pattern and actual usage.In order to achieve the objective the sample of 220 respondents were collected. Measurement model through confirmatory factor analysis and statistical tests were used to establish the validity and reliability of the survey results. Then the structural model (TAM) is analyzed to test the hypothesized relationship among different factors presented in the model. A goodness of fit was also used to analyze the appropriateness of the model. An exploratory study using Purposive sampling survey was carried out for the purpose. The results have shown appropriateness of the model for its applicability in adoption of online cab booking services in Kolkata. The perceived usefulness, perceived ease of use, perceived enjoyment, subjective norm and facilitating condition are having significant positive impact on customer’s attitude but Perceived risk has negative impact on customer’s attitude. Behavioral intention is determined by perceived usefulness and then at last usage behavior was predicted strongly by behavioral intention.

"Impact of various Dimensions of Consumers Attitude in Online Cab Services: An Exploratory Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 6, page no.1008-1014, June-2020, Available :http://www.jetir.org/papers/JETIR2006142.pdf

"Impact of various Dimensions of Consumers Attitude in Online Cab Services: An Exploratory Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 6, page no. pp1008-1014, June-2020, Available at : http://www.jetir.org/papers/JETIR2006142.pdf