The taxi sector plays a crucial role in urban mobility, providing an essential transportation option for commuters. However, the demand for taxis in Iligan City lags behind that of other cities. Understanding the factors that influence commuters' willingness to ride taxis in Iligan City is crucial to addressing this issue. This paper aims to examine the factors that affect commuters' willingness to ride a taxi in Iligan City and explore the moderating effects of age and sex. A total of 384 respondents was determined using quota sampling based on the total population of Iligan City. The analysis revealed that factors such as attitude, subjective norms, perceived behavior, and safety significantly influence commuters' willingness to ride a taxi in Iligan City. These factors play a consistent role regardless of commuters' age and sex. The findings provide valuable insights into commuters' transportation preferences and behaviors. Based on the results, several recommendations can be made. Taxi service providers should consider implementing affordable and competitive fare structures, improving the availability of taxis in high-demand areas, and enhancing service quality by addressing vehicle condition, driver behavior, and fare transparency. Commuters can benefit from increased awareness about the benefits of using taxis and providing feedback to address concerns promptly. The academic community is encouraged to further research potential modifiers and additional factors influencing commuters' willingness to ride taxis. Collaboration between academic institutions, transportation companies, and local authorities can facilitate knowledge sharing and best practices. 

• Willingness

• Taxi

• Attitude

• Subjective norms

• Perceived Behavioral Control

• Safety