The Consumer's Behavioral Intention Toward E-Ticketing System Of Golden Screen Cinema (GSC) In Melaka

Shafinaz Nadia, Mohd Mottasir (2015) The Consumer's Behavioral Intention Toward E-Ticketing System Of Golden Screen Cinema (GSC) In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Golden Screen Cinema (GSC) was the first in cinema industry that introduced the e-Ticketing in Malaysia. e-Ticketing substitutes the paper-based movie ticket by an electronic ticket image that is stored in the cinema database. e-Ticketing can improve the effectiveness of purchasing ticket system and help GSC to get better business performance in future. But, how far is the customer’s behavioral intention towards e-Ticketing of Golden Screen Cinema? This is importance to make sure customers are intent to use the e-Ticketing as it solve so many problem at almost GSC cinema especially when processing the ticket. This study is focusing on the behavioral intention related to technology acceptance. Current research has focused on the Technology Acceptance Model (TAM) and Theory of Planned Behavior (PTB) because the research seeks to understand the relationship between consumer’s behavioral intention to use (BIU) the Golden Screen Cinema e-Ticketing system with selected elements of perceived usefulness (PU), perceived ease of use (PEOU), and social influence. A series of survey (questionnaire) was conducted to collect the respondents, while the data obtained was analyzed using quantitative methods are about 150 questionnaires were distributed to potential respondents.

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