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You searched Library Catalogue - Publisher: McGraw Hill Australia,
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Call Number (WOU)
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SP CEMBA 2014 35
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Author
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Liew,Chang Yaw
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Title
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Exploring online purchasing in Malaysia : : a case study on cinema E-ticket booking / Liew Chang Yaw
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Abstract
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The objective of this paper is to investigate the factors affecting customer purchase decision on cinema e-ticket booking. This research study seeks to find out whether product perception (price, quality and brand), shopping experience (time-to-shop, convenient-to-shop and fun-to-shop/social interaction) and service quality (reliability, responsiveness and trust) influence cinema goers from buying e-ticket online.The main research method used is quantitative and is supported by qualitative pre-interviews with selected experience internet purchasers for the formulation of the questionnaire survey questions. Convenience sampling method was deployed in this research with a sample size of 142 respondents from Klang Valley, Malaysia; aged 15 years old and above, and were cinema goers. The data collected from the self-administered closed-ended questionnaires consisted of respondents’ answers to their demographic patterns, online behavior, cinema watching habits and their level of agreements on the various independent variables that determine their decisions to adapt cinema e-ticket booking.The data analysis results concluded that product perceptions of price, quality and brand do not affect the respondents’ decisions to buy tickets online. However, the study demonstrated that the shopping experiences’ attributes of time, convenience and fun/social interaction, and the service qualities of reliability, responsiveness and trust do indeed have significant influences on cinema e-ticket booking frequency.
This paper is expected to benefit cinema operators and other e-retailers by providing them an overall understanding of customers’ needs on e-ticketing and customer’s likely decision factors, and hence helps them to make better business strategies to gain competitive advantages. It is recommended that future research on this topic should continue to explore more behavioral attributes that might influence cinema e-ticketing and the researchers should take samples both from the rural and urban areas to ensure better credibility in their findings.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2014
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Motion pictures -- Production and direction
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Subject
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Online booking
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