The Mediating Role of Trust In The Relationship Between Experience and Intention To Use Online Taxi Service

Abstract: This research is conducted with a background of the need for fast, cheap and comfortable transportation which can be provided by taxies with online applications. To increase the usage of this transportation service, trust must be created in order to attract consumers to use the online taxi service again. The aim of this research is to explain the role of trust in mediating the relationship between experience and the intention to use online taxi in Denpasar City. This research utilize the quantitative approach, and is a causality study. The respondents of this research are the people of Denpasar City who have used online taxi services at least 2 times over the past six months. The sample size is 110 people which was determined using the purposive sampling technique. The data analysis technique used is SEM with the partial least square approach. The research result shows that experience has a positive and significant influence on reuse intention of online taxies in Denpasar City. Trust has a role as a partial mediator in the relationship between experience and reuse intention of online taxies in Denpasar City. The implication of this research for taxi businesses is to consistently provide good services to gain customer’s trust and increase the intention to reuse online taxi services. Keywords: Experience, trust, and intention to use.