Recently, the trend of public transportation has evolved from traditional vehicles to intelligent transportation systems. Among many innovative systems, the development of group rapid transit (GRT) has become increasingly important. This study aims to explore the key acceptance factors for users to adopt GRT through three dimensions: technology, sharing, and experiential marketing (TSE). First, this study identifies variables under each construct of the TSE model through a literature review and interviews with experts, so as to understand what factors of the model impact users’ usage intention and continuous usage intention. Subsequently, through a questionnaire survey, the theoretical model is verified. The participants of the survey were users of GRT, and a total of 306 valid questionnaires were collected. Through structural equation modeling (SEM) analysis, the results indicate that technology does not significantly impact usage intention, as users may not fully understand GRT’s future developments; technology only affects continuous usage intention. Sharing also only influences continuous usage intention. These results show that the adoption of GRT may be gradual and long-term rather than short-term. Finally, experiential marketing has a significant impact on both usage intention and continuous usage intention. This implies that users’ experiences are vital in promoting innovative services, hence service providers should seek to not only improve the service but also enhance users’ trust in and support for the service.
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