Trust, risk and payment in online ticket purchase intention: The CRP-Ticket conceptual model and its validation programme for Morocco

Abstract

Studies of online purchasing of transport and event tickets rely mainly on the technology acceptance model (TAM) and UTAUT2. In the corpus examined, they treat trust as a single-target belief, do not measure the fear that a ticket will not grant access to the service, and overlook the availability of payment means. This paper asks how these mechanisms can be integrated into the cognitive acceptance path within a testable model, and which contextual propositions follow for Morocco, where cash remains widely used. It is a theory adaptation (Jaakkola, 2020) presented as a model. The CRP-Ticket model combines these frameworks and the theory of reasoned action with institution-based trust and perceived risk theories, linked through information asymmetry and responsibility attribution. It draws on a non-systematic narrative review of seventeen studies, fifteen on digital ticketing and two on payment, complemented by a documented search of neighbouring fields. It separates trust in the seller from trust in the payment system, proposes a ticket-validity risk and distinguishes payment adequacy from perceived payment security. No relationship is tested; the validation programme sets explicit non-support criteria.

JEL Classification: M31, D12, D82, E42, O33

Paper type : Theoretical Research