Factors influencing the online purchase intention of movie ticket : the mediating effect of trust and perceived usefulness
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 ques...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2012
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| Online Access: | https://eprints.ums.edu.my/id/eprint/38531/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38531/2/FULLTEXT.pdf |
| Summary: | 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. |
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