INTENTION TO USE E-TICKETING AND THE THEORY OF PLANNED BEHAVIOUR (TPB): AN EMPIRICAL STUDY FROM A DEVELOPING COUNTRY

Abstract

Electronic commerce facilitated by the Internet has been rapidly adopted by various industries across the globe because it offers many benefits to both business and consumers. In particular, the travel industry has been actively utilising the Internet to improve various aspects of business aspects including offering e-ticketing services. Developing countries, however, generally lag developed countries in the use of online services. This paper explores the drivers for the use of e-ticketing by a new emerging segment of the air travel market in Malaysia as an example of an emerging user segment ina developing country. The Theory of Planned Behaviour was used to model the intention to use e-ticketing services. Based on 553 survey respondents, the study finding demonstrates that the attitude towards e-ticketing services and perceived behavioural control drives the intention to use the services in the Malaysian context. Surprisingly, subjective norm was not a significant predictor of intention. This study offers some important implications to both theory and practice.