Digitalization in public transport sector in Sri Lanka : case study of a digital platform provider

Abstract

Sri Lanka's underdeveloped public transportation sector has made limited use of digitalization technologies despite various attempts. QBUS, operating in the northern province for over 4 years using digital technologies, faces challenges in capturing the market and achieving customer adoption. This study investigates factors influencing passenger adoption and implementation problems of QBUS and similar services in Sri Lanka's public transport sector. This applied correlational study collected survey responses from 411 participants in areas serviced by QBUS in Sri Lanka's public transport sector using convenient sampling. Data was gathered through a self-administered online survey and analyzed using quantitative techniques, including factor analysis and PLS-SEM. IBM SPSS 25 and SmartPLS software were utilized for data analysis, identifying deterministic factors, and testing 7 hypotheses. The survey results indicate that 39% of participants showed high interest, and 31% expressed willingness to use digital technology in Sri Lanka's public transportation sector. If there is proper access, digital options are popular among 70% of respondents. Participants' intention to use digital services is primarily determined by their attitude towards it. The attitude is influenced more by the perception of usefulness than ease of use. Furthermore, passengers' intention to use digital payments is explained by their attitude has 54% of variance. However, the study only accounted for 36% of the variability in intention to use digital services, highlighting the need for further research and broader participant inclusion to enhance understanding. Perception on how easy it is to use digital services can have an indirect effect on passenger's attitude, while empirical evidence suggests that subjective norms do not play a role in shaping passengers' attitudes towards using digital services. Perceptions on comfort of travel and likelihood to choose public transportation options available within Sri Lanka is influenced by subjective norms