Investigating effective factors and presenting a practical guideline to adoption of mobile ticketing
Year: 2010
Type: dissertation
Study design: Observational Study
Abstract: Methods of doing business have seen changes during the recent years (Ngai & Gunasekaran, 2007). Use of internet, wireless technology, mobile networks and devices has brought new opportunities for different businesses to offer a variety of products and services. This way of doing business via mobile networks by the use of mobile devices is so-called as mobile commerce (m- commerce) (Tsalgatidou & Pitoura, 2001).It also can be regarded as a subset of e-commerce (Coursaris & Hassanein, 2002). One of the reasons for this growth in the popularity of wireless services is their convenience (Rao & Minakakis, 2003). Phones and personal digital assistants increase the availability, frequency and speed of communication (Scharl et al., 2005). Lots of theories have been developed to explain the adoption of technology by the users but little research has been done for the adoption and customer intention to use mobile ticketing. The objective of this research is to study mobile ticketing in Tehran metro transportation system as one of the applications of mobile commerce. This study will answer three important questions about the important factors effective in customer use intention and adoption of mobile ticketing, the most important factors involved in the adoption and practical guidelines which the implementers should take into consideration before the launch of this system. The conceptual framework is based on a study by Mallat et al. (2008) is mainly based on two models, Technology Acceptance Model (TAM) developed by Davis (1989) and Innovation Diffusion Theory (IDT) by Rogers (1983) .The research approach is mainly quantitative. To design the research a library research has been done to find the best models, besides interviews with 6 experts to approve the conceptual research framework so this section is involved with exploration. Then a questionnaire was designed and distributed to 600 metro passengers. 138 questionnaires were eliminated and 462 questionnaires were accepted so the response rate equals to 77%. The data collected from the distributed questionnaires were analyzed using the SEM (Structural Equation Modeling) method. The results of the analysis show that first: all the factors are reliable and valid for the analysis by testing them with Kaiser-Meyer-Olkin (KMO) and Bartlett’s tests and the communalities table. Second: their causality relationships were tested to answer the research hypotheses. The results show that prior experience is the most effective factor, and mobility, ease of use, risk, perceived usefulness, trust and use context are also important factors in the use intention at a lower level. These results also show that effect of compatibility, cost, social influence and attitude on customer use intention of mobile ticketing is really low. Based on the results of the analysis, customers should be offered the service before complete adoption and use intention of the service. Also, mobile networks of the mobile operators should be strengthened in a way that ensures the anytime, anyplace purchase will be achieved by the customer which can be considered as the mobility issue. The interface should be user-friendly and easy to work with because the ease of use is an important factor for the customers. As well, mobile wireless networks infrastructure, mobile middleware and wireless user infrastructure, all should support the system use in order to satisfy the customers and result in their frequent use of the system. Theoretically, a wide range of literature review of mobile commerce, applications use intention and adoption is given in this study which will be helpful for academic applications. From the business point of view, this study suggests guidelines which are helpful in the successful implementation and launch of the mobile ticketing system.
Author: Nasser Babaee
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2897599956