Factors Influencing the Adoption of E-Ticketing in Arabic Frontier Markets: Conceptual Extension of UTAUT

Abstract

Recent years have witnessed a growing interest of researchers to examine e-commerce (EC) systems and mobile commerce (MC) role in different sectors. e-ticketing-a paperless, electronically recorded to merchant's system, electronic document used for ticketing travellers or event attendants-is one of the most important services in e-commerce. This conceptual paper aims to investigate, understand, and improve e-ticketing adoption in Arabic frontier markets-Morocco, Tunisia, Bahrain, Jordan, Kuwait, Lebanon, and Oman. To achieve this goal, a revised unified theory of acceptance and use of technology (UTAUT) model was introduced. The introduced model emphasized the significant relationship between theory's main four independent variables-performance expectancy, effort expectancy, social influence, and facilitating conditions-and intention. Trust was incorporated into UTAUT, and nonempirical suggestion of a significant positive relationship between social influence and trust and facilitating conditions and trust were proposed.