Integrating the technology acceptance model and consumer perceived value to investigate Thai carpool drivers' behavioural intention

This research explores the factors influencing drivers' intentions to use carpooling platforms. It focuses on how drivers' value perceptions and the platform's characteristics affect these intentions. The study integrates two psychological theories, Technology Acceptance Model (TAM) and Consumer Perceived Value (CPV), to examine the interrelationships between TAM constructs and perceived value. Perceived value is further conceptualised as a multidimensional construct encompassing utilitarian, hedonic, social, environmental, and altruistic values. Data from 254 drivers on a Thai carpooling platform were analysed through partial least squares structural equation modelling to test the integrated TAM-CPV model and related hypotheses. The findings highlight the mediating role of perceived usefulness. Specifically, perceived usefulness fully mediates the relationship between perceived ease of use and intentions, but partially mediates the relationship between perceived value and intentions. Among the value dimensions, utilitarian, hedonic, environmental, and altruistic values were significant, while social value showed no notable effect on intentions. This study integrates two established psychosocial theories to examine carpooling decisions and clarifies how value-based perceptions shape drivers' acceptance of carpooling technology. The integrated TAM-CPV model offers a structured framework that can inform future research on transport platforms.