Factors influencing the online purchase intention of movie ticket : the mediating effect of trust and perceived usefulness

Chong Wan Seong (2012) Factors influencing the online purchase intention of movie ticket : the mediating effect of trust and perceived usefulness. Masters thesis, Universiti Malaysia Sabah.

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Abstract

The purpose of this study is to determine the factors that influencing the online purchase intention of movie ticket among Malaysians. The framework of this study was the integration of Technology Acceptance Model and Trust Model, adopted from Gefen et al. (2003). This study was conducted using questionnaire as the instrument and distributed through internet. A total of 185 sets questionnaires were received. However, 33 sets were uncompleted and two respondents were out of the age range (18-34 years old). From the result of the data analyses done, all the hypotheses were confirmed to be significant. Trust was found to have mediating effect towards the relationship between Structural Assurances, Knowledge-based Familiarity and purchase intention. Perceived Usefulness also found to have mediating effect towards the relationship between Perceived Ease of Use and Purchase Intention. The findings of this study may help the marketer to gain better understanding about the factors that influence the consumers' online movie ticket purchase intention and allow them to develop a more effective strategy to increase the numbers of online movie ticket purchasers.

Item Type:	Thesis (Masters)
Keyword:	Online purchase, Movie ticket, Technology acceptance model
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5546-5548.6 Office management
Department:	SCHOOL > School of Business and Economics
Depositing User:	DG MASNIAH AHMAD -
Date Deposited:	23 Apr 2024 15:05
Last Modified:	23 Apr 2024 15:05
URI:	https://eprints.ums.edu.my/id/eprint/38531

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