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

doi:10.32535/ijthap.v9i3.5079

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

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.

Keywords

Consumer Buying Behavior; Convenience; E-Hailing Services; Price; Services Quality; Technological Innovations

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DOI: https://doi.org/10.32535/ijthap.v9i3.5079