Exploring technology acceptance in E-Ticketing Systems : A Tam perspective

In 2023, Malaysia witnesses a total public transportation ridership of 334 million people, underscoring the country's reliance on diverse transportation modes such as cars, motorcycles, buses, and trains like the Mass Rapid Transport (MRT) and Light Rail Transport (LRT). As Malaysia progresses in tandem with global modernization, e-ticketing emerges as a focal point, offering convenience and accessibility to commuters. However, previous studies reveal outdated behavioral intentions towards e-ticketing, prompting the need for further exploration into consumer behavior and acceptance of this technology. To address this gap, this study investigates the perceptions and behavioral intentions of public transportation riders in Malaysia, particularly focusing on undergraduate students at Universiti Utara Malaysia (UUM). Utilizing the Technology Acceptance Model (TAM), the research finds that perceived usefulness, passion, and privacy concerns significantly influence behavioral intention towards e-ticketing. Notably, passion emerges as the most critical factor influencing behavioral intention. The study highlights the importance for marketers and industry players in the transportation sector to tailor their strategies and offerings to meet the specific needs and preferences of Malaysian consumers, emphasizing enhancements in app features, addressing privacy concerns, and leveraging passion and perceived usefulness to drive consumer engagement and adoption of e-ticketing technology