Predicting RFID Adoption Towards Urban Smart Mobility in Ulaanbaatar, Mongolia

Urandelger Gantulga, Business School, National University of MongoliaFollow
Burmaa Sample, Business School, National University of MongoliaFollow
Ariunsaikhan Tugsbat, Business School, National University of MongoliaFollow

ORCID

Urandelger Gantulga : 0000-0003-0095-5539

Burmaa Sampil: 0000-0002-4155-4291

Ariunsaikhan Tugsbat: 0000-0002-1008-4856

Abstract

Smart city technologies such as transportation and parking systems make our daily lives more efficient and intelligent. However, it is impossible to implement a smart mobility system without analyzing the individual's behavior toward the new technology. This research study attempts to develop a framework for predicting smart mobility antecedents using SEM in primary data analysis. The Technology Acceptance Model (TAM) was the conceptual foundation for this study. To achieve the objectives of the study, one thousand five hundred and twelve effective questionnaires were collected and analyzed using Smart PLS 3.3. The results show that perceived usefulness, perceived ease of use, and perceived risk significantly affect attitudes towards adopting smart mobility systems. Our study provides a comprehensive framework to understand individual-level smart city technology adoption. This study offers implications for policymakers to update existing policies concerning road technology.

Recommended Citation

Gantulga, Urandelger; Sample, Burmaa; and Tugsbat, Ariunsaikhan (2022) "Predicting RFID Adoption Towards Urban Smart Mobility in Ulaanbaatar, Mongolia," Asia Marketing Journal: Vol. 24 : Iss. 1 , Article 2.
Available at: https://doi.org/10.53728/2765-6500.1584