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

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.