Factors Influencing the Adoption of E-Ticketing in Arabic Frontier Markets: Conceptual Extension of UTAUT

  • Zainah Qasem
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


Recent years have witnessed a growing interest of researchers to examine e-commerce (EC) systems and mobile commerce (MC) role in different sectors. e-ticketing—a paperless, electronically recorded to merchant’s system, electronic document used for ticketing travellers or event attendants—is one of the most important services in e-commerce.

This conceptual paper aims to investigate, understand, and improve e-ticketing adoption in Arabic frontier markets—Morocco, Tunisia, Bahrain, Jordan, Kuwait, Lebanon, and Oman. To achieve this goal, a revised unified theory of acceptance and use of technology (UTAUT) model was introduced. The introduced model emphasized the significant relationship between theory’s main four independent variables—performance expectancy, effort expectancy, social influence, and facilitating conditions—and intention. Trust was incorporated into UTAUT, and nonempirical suggestion of a significant positive relationship between social influence and trust and facilitating conditions and trust were proposed.


UTAUT E-Ticketing Frontier markets Trust Social influence 


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© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.School of Business, The University of JordanAmmanJordan

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