Understanding Generation Z’s Use Behavior Toward Peer-to-Peer Online Transportation Services: A Behavioral Intention Perspective in Indonesia

The rapid advancement of digital technology has transformed various aspects of daily life, especially in the transportation sector. Among digital natives, Generation Z represents a unique demographic whose adoption of peer-to-peer (P2P) online transportation services is driven by cognitive and social factors. This study aims to investigate the determinants influencing Generation Z’s behavioral intention and actual use behavior toward Gojek, a leading ride-hailing platform in Indonesia. Drawing from the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), this research develops and tests an integrated framework comprising perceived ease of use, perceived usefulness, attitude toward the behavior, subjective norm, and perceived behavioral control. Using a quantitative approach, data were collected from 260 respondents aged 17–28 and analyzed with SmartPLS through Structural Equation Modeling (SEM). The findings reveal that behavioral intention plays a central mediating role, significantly influenced by perceived usefulness, perceived ease of use, subjective norm, and perceived behavioral control. In contrast, attitude toward the behavior does not exhibit a direct effect. Moreover, perceived ease of use impacts attitude both directly and indirectly via perceived usefulness. These results highlight the importance of designing user-centric features, enhancing usability, and leveraging social influence to increase user engagement. The model demonstrates strong explanatory power (R² = 0.671 for behavioral intention), supporting its robustness. Business implications suggest that digital service providers should align technological and social strategies to foster sustainable user adoption. Given its generational focus and theoretical integration, this study offers valuable insights for future research on digital consumer behavior, particularly in Southeast Asia’s rapidly evolving mobile service landscape.