ONLINE ENTERTAINMENT TICKET BOOKING BEHAVIORS AND TECHNOLOGY ACCEPTANCE OF CONSUMERS IN BANGKOK METROPOLITAN REGION

Abstract

The purposes of this research were to compare levels of technology acceptance in the use of websites online entertainment ticket booking; and to identify influencing factors of usage behaviors of websites online entertainment ticket booking. The Technology Acceptance Model (TAM) and Network Externality were used as the conceptual framework. In this quantitative study, questionnaires were used for data collection. The sample were obtained through a stratified random sampling to include 402 website users. The data were analyzed by a bivariate analysis and linear regression model analysis. Results revealed that users of website A demonstrated a higher level acceptance than those of the website B with statistical significance; and the influencing factors of the usage behaviors of the websites online entertainment ticket booking with statistical significance included a perceived number of peers, perceived number of cross-platform, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude toward technology, descriptive norm, injunctive norm, subjective norm, behavior intention, and usage behavior.