Adoption and acceptance of mobile commerce in Saudi Arabia: the case of e-ticketing in the airline industry

Mobile technology has influenced business strategies over recent years and the increasing penetration of mobile devices and related solutions such as mobile commerce has revolutionised consumer organisations. Saudi Arabia with its high mobile penetration has the potential for higher usage of mobile services in the near future. This research aimed at understanding and evaluating the acceptance and adoption of mobile commerce in Saudi Arabia with specific focus on the airline ticketing services through evaluation of the attitude and behaviour of the airline consumers towards mobile commerce in airline ticketing services. The research was designed as a mixed and explanatory research and used both deductive and inductive approaches to understanding mobile commerce acceptance in airline ticketing services. The research also involved extensive review of technology adoption models such as Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT), based on which a research framework was developed and hypotheses specified. Quantitative study involved online questionnaire based survey with 207 travellers who were connected at the King Abdul-Aziz airport in Saudi Arabia, while qualitative study involved interviews with eight employees of Saudi Airlines. The collected data was analysed using MS Excel and SPSS and subjected to descriptive, regression and content analysis. The research findings indicate positive perceptions of airline travellers towards the usefulness, ease of use and other related benefits of using mobile commerce for air ticketing services. The key factors influencing the attitude were identified to be the ease of use, usefulness and social influence, while key determinants of behavioural intention were identified to be mobility, compatibility and usefulness. The other factors such as cost, trust, perceived risk and usecontext were not found to be the key influencers of the behavioural intention of Saudi Arabian travelers towards use of mobile commerce for airline ticketing services. Another key finding was the lack of any significant differences, perhaps surprising, in the behavioural intention to use mobile commerce across various demographic groups based on age, gender and education. The research findings will be useful for both practitioners of mobile commerce as well as academicians involved in research on acceptance and adoption of mobile commerce. Moreover, the research findings are not just useful for the airline industry in Saudi Arabia, but can also be consulted by those interested in understanding mobile-commerce acceptance in airline industry anywhere else across the globe or any other industry in Saudi Arabia

Role Of Innovation Attributes In Explaining Intention And Adoption: A Case Of The IRCTC Mobile Ticketing Application In The Indian Context

This study aims at presenting an investigation on the role of innovation attributes in significantly influencing consumers’ behavioural intentions and actual adoption of Indian Railway Catering and Tourism Corporation’s mobile ticketing application. Both, the adopters and non-adopters of this technology were targeted to attain the suitable data for empirically testing the proposed model for this study. A series of tests were performed using the SPSS analysis tool. These findings suggested that relative advantage, compatibility, trialability, and observability considerably influenced consumers’ use intentions. The Findings also helped reveal that affordable cost and low risk associations to this technology significantly favoured the adoption intentions, and in turn, the actual adoption of this application. With no earlier publications on this technology yet, this study offers the researchers an insight into the behaviour of different attributes that considerably impact its overall adoption. The tests bring to light its low adoption rate and the lack awareness of its positives amongst its potential consumers, indicating the increased need for its effective promotion to attract more consumers

Mobile travel services: the effect of moderating context factors

This article has two objectives: (1) to draw an international comparison regarding the acceptance of mobile travel services in three countries with different profiles when it comes to travelling and mobile telecommunications, and (2) to extend relevant literature on mobile applications, more specifically travel services, by including context-related concepts, taking moderating factors like location, mobility of users, physical, and social context into account. Based on surveys that were carried out in 2009, structural equation modelling is used to identify differences in patterns in the use of mobile travel services and in the role of context-related variables. the conclusion of this article is that context-related factors, that is, mobility and (physical and social) context, have an impact on the relationship between the core concepts of technology Acceptance model (TAM) and Diffusion of Innovation (DoI) research. many studies on the acceptance and use of mobile services indicate that a deep understanding is needed of individual, context-related, and technological characteristics and the way they interact. this is also highly relevant to the travel industry, which wants to utilize the opportunities provided by mobile technology

A Meta Analysis on Adoption of Mobile Financial Services

During the last decade, there has been tremendous growth in mobile penetration in many countries across the globe including a number of developing countries. The total number of mobile subscription 5 billion by the end of 2010 and is further expected to grow multi-folds. On the other hand, around 2.5 billion adults worldwide do not have a savings or credit account with either a regulated bank or alternative financial institution (such as a microfinance institution). Around one billion people in emerging markets have a mobile phone but no access to banking services. This scenario has opened immense opportunities for organizations including banks, insurance companies and telecom operators to strengthen their customer base and increase revenue by providing various financial services to the consumers through mobile technology. Hence, it becomes very important to understand the factors that would act as drivers or inhibitors towards the adoption of mobile financial services (MFS). Quite a few studies have been conducted across the globe to determine the factors affecting adoption of MFS. This paper provides a Meta analysis of the existing academic literature on MFS and determines the strength of the factors and their linkages through a scoring model based on the type of publication. The findings of the study would be beneficial for further research in understanding the dimensions to be considered for developing adoption model for MFS. The findings can also be used by the practitioners involved in MFS in understanding the factors affecting demand for such services.