Factors Influencing the Intention to Use the Common Ticketing System (Spider Card) in Thailand

The Common Ticket, locally called the “Spider Card” is a contactless smartcard ticket used for public transportation systems in Thailand. The card is used for all modes of transportation and increases the convenience of public transit passengers while increasing public transport ridership. This research aimed to identify the determinant factors that impact passengers’ intention to use the Spider Card based on the unified theory of acceptance and use of technology (UTAUT) model by integrating perceived convenience and perceived sacrifice as part of the perceived value. A survey of public transit users in the Bangkok metropolitan area was conducted. The Partial Least Square-Structure Equation Modelling (PLS-SEM) technique was employed to examine the data. The results showed that perceived value, performance expectancy, and facilitating conditions are all significant factors. Perceived convenience and perceived sacrifice are significant antecedents for perceived value. Surprisingly, effort expectancy and social influence did not impact passengers’ intentions to use the Spider Card. The results also offer beneficial information for public transit authorities in order to comprehend what passengers desire from using these kinds of technology service systems.