Abstract

Uber is a new taxi service both in terms of technology - applying GPS-based LBS and method of fee calculation - using international payment cards. Although Uber selects the cheap strategy, provides high-quality service with luxury vehicles. This study proposes the adoption model for Uber taxi. Research results indicate elements, namely knowledge about legal, easy to use, subjective norm, and price value that impact on the adoption intention and usage of Uber taxi in Vietnam. The study results not only provide information for Uber and other taxi suppliers in choosing the appropriate development strategy, but also expropriate the scientific knowledge for the technology adoption theory.