Technology continuation of on-demand platform usage among e-hailing drivers in Malaysia: A conceptual framework integrating UTAUT and reliability

Abstract

The emergence of e-hailing platforms such as Grab has transformed the nature of work by enabling digitally mediated, algorithm-driven labour markets. While substantial research has focused on customers’ adoption of e-hailing services, limited attention has been given to drivers’ post-adoption behaviour, particularly their intention to continue using such platforms. This paper develops a conceptual framework to explain technology continuation of on-demand platform usage among e-hailing drivers in Malaysia by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT), and reliability as an e-service quality dimension. Drawing on prior literature, this study proposes that performance expectancy, effort expectancy, social influence, facilitating conditions and reliability play central roles in shaping drivers’ continued usage intention. This conceptual paper contributes by extending existing technology continuance theories to the context of gig workers and provides a foundation for future empirical research.