The rapid digital transformation has reshaped the public transportation sector by implementing taxi services through mobile applications. In Sri Lanka, Mobile Taxi Booking (MTB) Apps have gained significant traction, largely driven by widespread smartphone use. This study aimed to explore customer intention toward using online Taxi-Booking Apps, framed within the Theory of Planned Behavior. A descriptive survey methodology was employed, with structured questionnaires gathering the necessary data. For statistical evaluation, confirmatory factor analysis alongside structural equation modeling was conducted. Results revealed that attitude, perceived behavioral control, and subjective norms significantly influence Sri Lankan consumers’ behavioral intention to adopt mobile taxi booking applications. These insights provide valuable guidance for e-hailing service providers and mobile app developers to design effective marketing strategies and enhance user-friendly apps with additional valuable features, thereby supporting profitable market development.
