Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Employee Behaviour towards using ICT devices in Urban Public Transportation: An Empirical Study

Author(s): Thirupathi Chellapalli

Information and Communication Technology (ICT) could play a key role in providing solutions to the problems faced in urban public transportation. Little literature is available on the factors that influence the employee adoption of innovation, especially in the context of a public transport organization. This study focuses on the adoption of electronic Ticket Issuing Machines (TIMS) by city bus conductors. This study investigates the role of individual attitude and risk perception in the adoption of innovation. The study reveals that Information and Communication Technologies (ICT’s) can be successfully deployed to address the urbanization challenges. ICT based innovations have tremendous potential for addressing the challenges related to mass urbanization. This paper aims at two objectives: The first objective pertains to validation of the basic Technology Acceptance Model (TAM). The second objective pertains to determining the role of perceived risk in shaping the user attitude towards the behavioral intentions/ actual usage of the ICT enabled device.

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