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標題: 展演售票系統之消費者使用經驗
Consumer behavior of choosing and using experience on arts ticketing website
作者: 許晏榕
Yen-Jung Hsu
關鍵字: 展演售票系統;產品涉入;科技接受整合性模型;arts ticketing website;product involvement;UTAUT
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Journal of Business Research, 68(7), 1550-1556. Jusoh, Z. M., & Ling, G. H. (2012). Factors influencing consumers' attitude towards e-commerce purchases through online shopping. International Journal of Humanities and Social Science, 2(4), 223-230. Kalyanam, K., Lal, R., & Wolfram, G. (2010). Future store technologies and their impact on grocery retailing Retailing in the 21st Century (pp. 141-158): Springer. Lastovicka, J. L., & Gardner, D. M. (1978). Low involvement versus high involvement cognitive structures. ACR North American Advances. Lawrence, I., & Lin, K. (1989). A concordance correlation coefficient to evaluate reproducibility. Biometrics, 255-268. Martín, H. S., & Herrero, Á. (2012). Influence of the user's psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33(2), 341-350. Mathieson, K. (1991). Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior. Information systems research, 2(3), 173-191. Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information systems research, 2(3), 192-222. Numally, J. C. (1978). Psychometric theory. NY: McGraw-Hill. Paternoster, R., Brame, R., Mazerolle, P., & Piquero, A. (1998). Using the correct statistical test for the equality of regression coefficients. Criminology, 36(4), 859-866. T.Escobar-Rodríguez, & E.Carvajal-Trujillo (2014). Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model. Tourism Management, 43, 70-88. Taylor, S., & Todd, P. (1995). Assessing IT usage: The role of prior experience. Mis Quarterly, 561-570. Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176. Thompson, R. L., Higgins, C. A., & Howell, J. M. (1991). Personal computing: toward a conceptual model of utilization. Mis Quarterly, 125-143. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2003). CONSUMER ACCEPTANCE AND USE OF INFORMATION TECHNOLOGY: EXTENDING THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY. [Article]. Mis Quarterly, 36(1), 157-178. Warshaw, P. R., & Davis, F. D. (1985). Disentangling behavioral intention and behavioral expectation. Journal of experimental social psychology, 21(3), 213-228. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352. Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of advertising, 15(2), 4-34. Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in human behavior, 26(4), 760-767. Electronic Resources artsticket ticketing from Chiu, K. T. (2015). Cloud system testing and preparation, from ERA ticket from Lee, S. Y. (2015). KKBOX invests in the WalkiE company, and the two ticket sales systems would be integrate., from KHAM ticket system from KKTIX ticketing website from tixCraft ticketing system from tixCraft ticketing system Tickets.books from Walkieticket ticketing system from Yang, S. H. (2016). News about arts ticketing website crashed

但是每個售票網站的購票程序及販售的展演內容不盡相同,因此消費者在購票時須考慮到的是買不買得到票、票價的選擇、如何進行付款動作、取票管道或是網站交易安全等。良好的售票網站機制,不但可以讓消費者享受到展演內容,同時也可以讓主辦單位確保活動的順利舉辦與進行。 另,每隔一陣子就會在報章媒體看到關於買不到票或是售票網站流量控管導致購票難以順利或是售票網站的退換票疑義等報導新聞,因此了解消費者對於在售票網站購買展演門票時的使用經驗將有助於改善在電子商務平臺上販售票券之流程。

本研究將以科技接受整合性模型(Unified Theory of Acceptance and Use of Technology; UTAUT)為基礎,並在原本的績效預期、努力預期、社會影響、促進條件模型中,加入產品涉入的影響因素來作探討,分析消費者在售票網站上的使用經驗,結論可做為售票網站未來產品販售和發展之參考。

Nowadays, buying arts tickets is much easier, there're diverse accesses for people to choose from. You can even get tickets from a convenient store, Kiosk. It is getting rare that buying arts tickets in physical store now. Due to the arts ticketing websites became common, and with the convenient link goes between smart phones, laptops and mobile devices, tickets purchasing became much handy.
However, each arts ticketing site offers different service, purchasing procedure and products. Thus, customers need to consider product availability, price, how to pay and get, and the website security. Well arts ticketing website not only allows consumers to enjoy the performances, but also allows the organizers to make the activities organized and carried out smoothly. On the other hand, there's plenty of the news reports about a arts ticketing system crashed, tickets sold out within seconds or tickets refund issues. Therefore, the customers' experiences for arts ticketing site may help the e-commerce platform to improve the sales procedure.
This research adopted the model of Unified Theory of Acceptance and Use of Technology, UTAUT. Based on the original models, also added the affecting factors of the product involvement to investigate, and analyzed the customer experience on arts ticketing website. The study findings may serve as a reference for the ticketing website sales and development in the future.
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