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Understanding Customer Behavioral Intention In Cinema Online Ticket Purchasing With Technology Acceptance Model
Fahmi Ardhi (2018) | Skripsi | Manajemen
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When an increasement for demand is not accompanied by its supply to meet demand, it can cause problems that may lead to consumer dissatisfaction. the cinema industry in Indonesia that experienced such problem has made a solution in the form of online ticket purchase facility to anticipate it. However its user still lacking. This study present and modifies the technology acceptance model (TAM) in attempt to understanding behavioral intention to use for online ticket purchasing in Cinema. This understanding aims to identify the reason why online ticket purchasing user in Cinema still lacking when its existance is for costumer benefit. With 306 respondent, this study identifies the relationship and influence among perceived ease of use, technology readiness, perceived usefulness, attitude towards using, and behavioural intention to use. The findings revealed that technology readiness is the determinant factor in forming attitude towards using on the contrary with previous study. These findings can be used for Cinema company to encourage more people using online ticket purchasing since its user still lacking. Keywords: TAM, self-service technology, behavioural intention.