Abstract

This thesis studied factors influencing passenger intention to use the State Railway of Thailand (SRT) electronic ticketing (e-ticketing) system. Quantitative research was done, applying the theory of acceptance and use of technology, incorporating factors from previous research and new investigations of digital readiness and cost switching. The sample group comprised 208 passengers inexperienced in using the SRT website online ticketing system or D-Ticket application (app). Data was collected by electronic questionnaire and analyzed. Results were that environmental and cultural aspects of digital usage affect perceived systemic benefits, which in turn influenced the intention to use the system. In addition, factors related to expectations about the system's effectiveness directly impacted the intention to use the system. Samples perceived service costs as associated with switching costs from traditional ticketing channels, including time and convenience considerations. Sample educational levels influenced the intention to use the system. Limits with this research include the primary focus on examining the influence on the intention of passengers inexperienced with online ticketing services to use the SRT electronic ticketing system. Therefore, findings may not be relevant to other contexts. Further research might focus on different sample groups to generalize results. These findings may be useful for online ticketing service providers to enhance systems to better meet customer needs.

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