CAN MONEY BUY CONTINUOUS USE? AN EXPLORATION WITH TAXI-HAILING APPS

In this paper, we report a study that attempts to understand how monetary incentives affect the continuous use of eCommerce innovations by examining taxi drivers' intention to continuously use taxi-hailing apps. Drawing from the Diffusion of Innovations (DoI) theory, we built a holistic model that investigates both the direct and indirect effects of monetary incentives. Survey data collected from the taxi driver users of taxi-hailing apps were used to test the model. The results suggested that monetary incentives indeed affect the continuous use of taxi-hailing apps but mostly indirectly. This study contributed to the literature on the continuous use of eCommerce innovations, enriched the DoI theory, and suggested potential ways to use monetary incentives more effectively to achieve the desired results.