CAUSAL RELATIONSHIP MODEL OF PURCHASE INTENTION TO BUY MOVIE TICKETS VIA APPLICATION OF CONSUMER IN BANGKOK AND METROPOLITAN

Abstract

    This research was aimed to develop a causal relationship model of purchase intention to buy movie tickets through application of the consumers in Bangkok and its vicinity and to examine the consistency between the causal relationship model developed with empirical data. The variables in the model consisted of 6 latent variables, namely system quality, information quality, service quality, perceived usefulness, perceived ease of use, and purchase intention. This research was a survey research. The sample group was 400 people who had purchased movie tickets through application that lived in Bangkok and its vicinity. The tools used in the research were questionnaires by analyzing the causal relationship model with the program.

     The research results showed that the causal relationship model of purchase intention of movie tickets via application of the consumer in Bangkok and metropolitan region, which was modified to be in line with empirical data, with good statistics, Chi-square statistics (c²) equal to 233.05, degrees of freedom (df) equal to 119, CMIN / df equal to 1.96, GFI equal to 0.94, AGFI equal to 0.91, CFI equal to 0.98, RMR equal to 0.05, SRMR equal to 0.03, RMSEA equal to 0.05 and the forecast coefficient is 0.90. The study showed that the model variables could explain the variance of purchase intention of movie tickets via application at 90 percent. In conclusion, the purchase intention of movie tickets via application received the most positive direct effect from the perceived ease of use and found indirect effect from System Quality and Service Quality respectively. Movies theater operators should focus on the ease of use in developing and optimizing an application. The system should be easy to use, simple to learn, and the system itself should be described the steps to use explicitly.