Determinants of Goal-Directed Mobile Ticketing Service Adoption Among Internet Users: The Case of Taiwan

This study aims to understand the driving factors that influence the attitudes and behavioral intention to adopt mobile ticketing services, a new mobile Internet service in Taiwan applying the Theory of Planned Behavior. Empirical findings suggest that the intention to adopt the mobile ticketing service is significantly affected by the attitude towards the service, as well as the selfefficacy and controllability of adopting the mobile ticketing service. Attitude towards using the mobile ticketing service is significantly influenced by perceived usefulness and perceived monetary value of the service, whereas perceived usefulness is significantly affected by the perceived ease of use of the mobile ticketing service. Implications of this study and directions for future research are discussed.