The Influence of Causal Factors Purchasing Intention Concert Ticket via Ticketmelon Application of Consumers in Bangkok and Its Vicinity

Abstract

The objective of this research were to develop and validate the consistency of causal factors purchasing intention concert ticket via ticketmelon application of consumers in bangkok and its vicinity This study was a quantitative research. The sample group consisted of 260 people who have been bought Concert Ticket on Ticketmelon application. The tools used in the research were online questionnaires. The statistics used in data analysis were frequency, percentage and structural equation model used in causal relationship analysis to determine the causal influence path of variables. The results of this research were The structural equation model was used to analyze causal relationships to find the path to the causal influence of the variables consisting of 4 components were 1) Reputation 2) Satisfaction 3) Trust 4) Purchase Intention and the model is consistent whit the empirical data to a great extent. The statistic shows the Chi-square statistics goodness fit test = 205.70, degrees of freedom (df) = 159, CMIN / DF = 1.29, GFI = 0.93, RMSEA = 0.03. The final is predictive coefficient of 0.97, indicating that the variables in the model can explain the variance of the Purchase Intention of concert ticket on Ticketmelon by 97 percent. It was found that the consumer satisfaction were the most direct influence on purchasing intention concert ticket on Ticketmelon of the consumers in Bangkok and Its vicinity. The results of this research are useful to entrepreneurs, event support businesses are utilized to plan marketing and create strategies that are tailored to consumers. As a result, purchasing intention was to buy tickets for concerts and events in the future.