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    A Study On User Behavior For I Pass by UTAUT: Using Taiwan's MRT As An Example

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    Nauval Nurvian
    This document summarizes a study that investigated user behavior related to the I Pass electronic ticketing system on the Kaohsiung MRT in Taiwan. The study used the Unified Theory of Acceptance and Use of Technology (UTAUT) model to examine how performance expectancy, effort expectancy, social influence, and facilitating conditions impacted behavioral intention and use behavior. Data was collected through a questionnaire and analyzed using structural equation modeling. The results showed that performance expectancy and social influence had a significant positive impact on behavioral intention, and that facilitating conditions and behavioral intention positively impacted use behavior. Moderating effects of gender, age, experience, and voluntariness of use were also found. The study aimed to identify key factors influencing I

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    A Study On User Behavior For I Pass by UTAUT: Using Taiwan's MRT As An Example

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    Nauval Nurvian
    27 views1 page
    This document summarizes a study that investigated user behavior related to the I Pass electronic ticketing system on the Kaohsiung MRT in Taiwan. The study used the Unified Theory of Acceptance and Use of Technology (UTAUT) model to examine how performance expectancy, effort expectancy, social influence, and facilitating conditions impacted behavioral intention and use behavior. Data was collected through a questionnaire and analyzed using structural equation modeling. The results showed that performance expectancy and social influence had a significant positive impact on behavioral intention, and that facilitating conditions and behavioral intention positively impacted use behavior. Moderating effects of gender, age, experience, and voluntariness of use were also found. The study aimed to identify key factors influencing I

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    Wu et al 2011

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    This document summarizes a study that investigated user behavior related to the I Pass electronic ticketing system on the Kaohsiung MRT in Taiwan. The study used the Unified Theory of Acceptance and Use of Technology (UTAUT) model to examine how performance expectancy, effort expectancy, social influence, and facilitating conditions impacted behavioral intention and use behavior. Data was collected through a questionnaire and analyzed using structural equation modeling. The results showed that performance expectancy and social influence had a significant positive impact on behavioral intention, and that facilitating conditions and behavioral intention positively impacted use behavior. Moderating effects of gender, age, experience, and voluntariness of use were also found. The study aimed to identify key factors influencing I

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    27 views1 page

    A Study On User Behavior For I Pass by UTAUT: Using Taiwan's MRT As An Example

    Uploaded by

    Nauval Nurvian
    This document summarizes a study that investigated user behavior related to the I Pass electronic ticketing system on the Kaohsiung MRT in Taiwan. The study used the Unified Theory of Acceptance and Use of Technology (UTAUT) model to examine how performance expectancy, effort expectancy, social influence, and facilitating conditions impacted behavioral intention and use behavior. Data was collected through a questionnaire and analyzed using structural equation modeling. The results showed that performance expectancy and social influence had a significant positive impact on behavioral intention, and that facilitating conditions and behavioral intention positively impacted use behavior. Moderating effects of gender, age, experience, and voluntariness of use were also found. The study aimed to identify key factors influencing I

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    of 1

    Asia Pacific Management Review 17(1) (2012) 91-111

    www.apmr.management.ncku.edu.tw

    A Study on User Behavior for I Pass by UTAUT:


    Using Taiwan’s MRT as an Example

    Mei-Ying Wu a,, Pei-Yuan Yu a, Yung-Chien Weng a


    a
    Department of Information Management, Chung-Hua University, Taiwan
    Received 7 December 2009; Received in revised form 5 August 2010; Accepted 23 February 2011

    Abstract

    I Pass, the electronic ticket used by Kaohsiung MRT system, is a contactless electronic
    ticket developed on the basis of the Radio Frequency Identification (RFID) technology to
    increase convenience of this public transit system and ridership. This paper investigated
    Kaohsiung citizens’ acceptance and use of I Pass using the Unified Theory of Acceptance and
    Use of Technology (UTAUT). The research model comprised of six constructs and four
    moderators. The constructs were performance expectancy, effort expectancy, social influence,
    facilitating conditions, behavioral intention, and use behavior, while the moderators were
    gender, age, experience, and voluntariness of use. It analyzed data collected from a
    questionnaire survey on users of I Pass and tested the quality of the questionnaire using
    several measurement criteria. Finally, correlations and strength of correlation between latent
    constructs were identified using Structural Equation Modeling. Results show that “Effect
    Expectancy” and “Social Influence” have significant and positive influence on “Behavioral
    Intention”; “Facilitating Conditions” and “Behavioral Intention” have significant and positive
    influence on “Use Behavior”. Besides, all the moderators have moderating effects on the
    relationships between the latent constructs. This paper attempted to explore the main factors
    affecting users’ usage of I Pass through empirical research and to provide a reference for
    Kaohsiung Rapid Transit Corporation (KRTC) on future development of I Pass.

    Keywords: I Pass, Kaohsiung MRT system, Contactless electronic ticket, RFID, UTAUT

    1. Introduction

    Characterized by the benefits, including contactless reading, long durability, storage


    capacity, and high security, the Radio Frequency Identification (RFID) technology is ideally
    suitable for applications to electronic tickets of mass transit systems. Kaohsiung Mass Rapid
    Transit (Kaohsiung MRT) began to use electronic tickets much later than Taipei Mass Rapid
    Transit (Taipei MRT). Kaohsiung citizens are more used to using traditional tickets, such as
    magnetic tickets, paper tickets or coins, to pay for their rides and many of them have never
    used electronic tickets at all. When this technology was first introduced to Kaohsiung MRT,
    local citizens showed a low level of acceptance of this technology. Therefore, in order to
    increase Kaohsiung citizens’ acceptance of the electronic ticket, I Pass, we should first
    investigate their usage of this new technology.
    Usage of I Pass is affected by many factors, including usefulness, ease of use, social
    influence, and facilitating conditions. Usefulness indicates whether this new ticket system is
    as useful as or even more efficient than the traditional ticket systems; ease of use refers to
    whether this technology requires less effort and is easy to operate; social influence refers to
    whether users are affected by others to use this technology; facilitating conditions refer to


    Corresponding author. Email: [email protected]

    91

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