Factors Influencing the Adoption of E-Ticketing System in the Bus Transport Sector in Ghana

Paul Kwabena Tano Marfo,Emmanuel Quansah

doi:10.4236/jsea.2020.138011

Abstract

Electronic ticketing (E-ticketing), an innovative mode of issuing and delivering tickets, is becoming prevalent and is employed by many transport companies in Europe, America, Asia, and some parts of Africa to reduce the cost that goes with printing tickets. This study investigated E-ticketing adoption in the bus transport sector in the Kumasi Metropolis of Ghana. The study applied the Technology Acceptance Model (TAM), and the Structural Equation Modelling technique was used to analyse the factors affecting the intention to use the E-ticketing system. In that regard, the study was based on perceived usefulness, perceived ease of use, subjective norms, and demographic variables. Quantitative research approaches were used by distributing questionnaires to 392 passengers, employing the cluster and random sampling techniques. Findings from the study showed that perceived usefulness and subjective norm were the significant factors affecting passengers’ intention to adopt the E-ticketing system. Besides, perceived ease of use and subjective norms were significant in predicting passengers’ perceived usefulness of adopting E-ticketing system. The findings of this research will provide the government, industrial players, and the entire public a better understanding of the perceived factors that could enhance or serve as a barrier to passengers’ adoption of the E-ticketing system. This can also lead to the development of effective E-ticketing marketing strategies.

Highlights

In recent times, consumers’ ways of buying products and services have profoundly changed due to Information Technology (IT)
Many researchers have used Technology Acceptance Model (TAM) model to carry out studies on the intention to use technology and have proven that both perceived usefulness and perceived ease of use have a positive impact on intention to use E-ticketing system [13] [14] [15]
The result showed that perceived usefulness and subjective norms have a positive influence on the intention towards the purchase of E-ticket should it be adopted

Summary

Introduction

Consumers’ ways of buying products and services have profoundly changed due to Information Technology (IT). Since the year 2000, many industries have employed the internet to market their products [1]. Information technology is quickly altering the way people do business all over the world. The emergence of the electronic medium of commerce offers new opportunities to industries to adopt the Internet as their alternative marketing tools [2]. Information Technology has influenced various sectors of the global economy, including the transport sector. The growing interest in e-commerce led to the introduction of electronic ticketing (E-ticketing) by airline industries [3]

Methods

Results

Discussion

Conclusion