Understanding Costumer Intention in Using Online Ticket Purchasing as Self-Service Technology

Abstract

This study present and modifies the technology acceptance model (TAM) in understanding behavioural intention
to use for online ticket purchasing. 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 an attitude
towards using and perceived usefulness on the contrary. These findings can be used for Cinema company to attract
more people using online ticket purchasing since its still lack of user although this technology exists for customer
benefit.