It was on a trip that they could suddenly meet a roadside entertainer, and travelers, comedians and troubadours passed by their towns as often as possible. From 1910 onwards, billions of tickets for the silver screen were sold inconsistently, and buyers who did not go to the movies as often turned into a minority. http://eh.net/reference book/the-monetary history-of-the-worldwide film-industry/). Despite the fact that films can be effectively redistributed using the web, which is mostly stolen material, the web can, on the other hand, speed up the business.
Presenting through the web is one of the fastest developing techniques to pick up buyers and in addition target groups of spectators. The far-reaching use of the web has given the customer access to data on a different level that they have never experienced before. Individuals and associations can access the web enormous store of shared data if the web is an interconnection between them.
The silver screen is a mass distraction business that may develop in the coming future due to the 3D and 4D innovation. In this way, the application of e-commerce in the business is expansion aggressiveness for the firm as well as beneficial for customers to buy. Customers do not need to physically go to film to buy tickets, as they can buy them anywhere and anytime through the web.
To understand how the application of the Internet improves business strategy and how it boosts consumer satisfaction, as well as reduces production complications and costs so that the use of the Internet to do business can be promoted for businesses and entrepreneurs in Thailand.
LITERATURE REVIEW
Online Buying Behaviour
An important influence on the categorization of the gradually growing number of research articles on the topic of virtual customer behavior is the study by Chueng et al. The discovery of their complete literature reviews is explained in a model that represents the main groups of problems affecting the online consumer. This classification highlights the fact that most academic papers endorse the proposition that the relationship between controllable and uncontrollable issues – as in traditional markets – also supports the online decision-making method (O'Cass and Fenech, 2003).
In this paper we will focus on the customers because we want to know what type between e-tickets and traditional tickets make customers decide to buy what type of ticket, we can also show the result that can improve the process by buying a cinema ticket. This study considered Bangkok as a study area because it is the most developed city in Thailand as well as consists of numerous theaters.
Decision Making Online
A high level of technological confidence within this group tends to be an encouraging issue when approaching online research on goods and services data. These two areas are generally dependent and mostly important in a market when customers have the power to choose the right product from a number of competitors in the market; Well-structured product information that cannot be found online without difficulty is just as difficult as having easily accessible evidence that does not meet the customer's needs. Finally, we have four types of customers who use the Internet for their purpose, namely exploration, entertainment, shopping and information.
So, in this paper, we will focus on customers who use the Internet to buy movie tickets between traditional market and e-commerce.
What is Electronic Commerce?
The study's hypotheses: Based on the studies of previous research, relevant hypotheses were developed. H1 = Ease of use has a positive influence on customer satisfaction H2 = Website design positively influences customer satisfaction H3 = Security positively influences customer satisfaction H4 = Personalization positively influences customer satisfaction H5 = Responsiveness positively influences customer satisfaction H6 = Customer satisfaction positively influences purchase intention between 1. The relationship of ease of use and customer satisfaction (H1): Ease of use is a determinant of service quality (Dabholkar, 1996) and is essential for consumer loyalty as it upgrades productivity using the administration (Xue and Harker, 2002).
Likewise, the idea of usability for a highly organized and searchable site can also lead to greater satisfaction because it streamlines and speeds up the fulfillment of Internet purchases. The easier it is to figure out how to move around the Web and within sites, the more remarkable is the vision of control over the procedure (Hoffman and Novak, 1996). According to Buxton, site configuration is about the customer experience of the site, not about creating items.
2001) confirmed that the unmistakable components of the online stores incorporate website configuration and website friendliness. The relationship between security and customer satisfaction (H3): One of the significant obstacles to web shopping is the sympathy towards security (Zeithaml et al., 2001). Once customers decided to purchase the product, they must believe in the website's security, which can protect them from interruptions and identify with certainty that customers feel confidence when purchasing online (Zeithaml et al. specified that confirmation also refers to customers' apparent security and protection using e-commerce administrations.
As stated by Zeithaml et al. 2001), security is seen as a key component influencing online customer e-satisfaction. Personalization refers to the customer's impression of the extent to which an online store provides separate administration to meet specific or diverse individual needs (Parasuraman et al., 1988; Yang and Jun 2002). Responsiveness is a standout among most of the time mentioned administration quality metrics that encourage fulfillment.
From Gwo-Guang and Hsiu-Fen's (2005) study, they hypothesized that measuring responsiveness mildly affects the overall management quality and consumer loyalty of online stores. In addition, it has also been found that customers expect high responsiveness from the short transfer of goods, yet can tolerate slower money-related exchanges if such exchanges have degraded security (Van Riel et al., 2001). Several scholars have explicitly perceived the fulfillment encounters to definitely influence future purchase expectations (Cronin and Taylor, 1992; Labarbera and Mazursky, 1983; Oliver, 1980; Zeithaml et al., 1993).
METHODOLOGY
Population and Sample
In this article, the researcher aims to collect the customer data of about 100 people by using a survey where useful data should be more than 75% to analyze the result because if the data is less useful, there may be a error occur when the researcher uses the data to find a result and conclusion.
Research Design
Data Analysis
RESULTS
Demographics Results
The Behaviour of Customers
Reason for Using e-Ticketing
According to Figure 1, the researcher wants to understand the relationship between customer satisfaction and purchase intention (H6), which focuses on ease of use, website design, assurance and personalization, and the result from table 4.12 can explain that there is a relationship between customer satisfaction and purchase intention . Firstly, the researcher also found that ease of use has an impact on customer satisfaction because customers who use e-ticketing need a simple function to use the mobile application and website to check the details of the product. Secondly, website design affects customer satisfaction because they want to see beautiful content on the website and mobile application.
Third, insurance also has an impact on building trust with customers before they decide to use e-tickets because insurance can prove that the company can be trusted or not. Fourth, personalization is the object that the company needs to develop, because in table 4.12, researcher found that customers may not understand an important of their personal data, so the company needs to improve this section and make customers aware of why personal data is important. and show them how to protect the data from thieves. Fifth, responsiveness has an impact on customer satisfaction because it can show how the data is displayed in real time or not, such as showing an availability to the customer in real time and updating all the time.
In addition, this paper will show the relationship of results between customer satisfaction and purchase intention that customer satisfaction is important before deciding to purchase a product from the Internet and mobile application.
RECOMMENDATIONS AND CONCLUSIONS
So, in this article, the researcher will provide a new framework that can increase customer satisfaction before he or she decides to purchase the product. Finally, the reason people use the Internet to shop online is to save time, real-time check-in, and ease of use. And weaknesses are that people don't care about the price when they decide to buy an item.
In conclusion, to encourage people to use e-tickets, companies need to increase their product purchase channel, return system and protect customers' personal information. So if we can improve this factor, people will use internet to buy e-tickets. And all traditional respondents plan to try e-ticketing, but not for a movie ticket.
This is because the characteristics of cinema tickets, these customers need to attend a certain place in a short time, but other tickets such as events, concerts and theaters take much longer. Therefore, they prefer to buy.
APPENDICES
Appendix A: Questionnaires
Background 1. Gender
The Behaviour of Customers Do you use e-ticket for buying movie ticket?
What is the reason for using shopping movie ticket online?
