FACTORS INFLUENCING THE USE OF MOVIE TICKETING APPLICATIONS IN BANGKOK METROPOLITAN AND ITS VICINITY

Abstract

The purposes of this study were to compare levels of acceptance in the use of movie ticketing applications in Bangkok Metropolitan and Its Vicinity; and to identify influencing factors of usage behaviors of the movie ticketing applications. The Technology Acceptance Model and Network Externality were used as the conceptual framework. In this quantitative study, questionnaires were used for data collection. The samples were obtained through a stratified random sampling to include 457 application users. The data were analyzed by a bivariate analysis and a regression model. Results revealed that users of Application A demonstrated a higher level of acceptance than those of the Application B with statistical significance; and the influencing factors of the usage behaviors of the applications with statistical significance included a perceived number of cross platform, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude towards technology, descriptive norm, injunctive norm, subjective norm, and behavior intention.