An Empirical Study of Millennial Customers’ Buying Intentions for Entertainment Ticket Online Purchases According to the Technology Acceptance Model

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Passarin Phalitnonkiat
Kritta-orn Chewwasung


This research considered the factors influencing targets of millennial customers’ online buying intentions, and aimed to give suggestions concerning the business implications and opportunities for entertainment ticket online sales. The study involved millennial generation respondents (n=394) who were experienced in purchasing entertainment tickets online. The approach taken was through confirmatory factor analysis using five constructs: website quality, perceived ease of use, perceived usefulness, trust, and attitude toward online buying. The Structural Equation Modelling (SEM) technique was used to analyse the causal relationships among 10 hypotheses based on the empirical data. The results supported six out of ten hypotheses. The Technology Acceptance Model (TAM) was a useful theoretical tool to understand and predict millennial users’ buying intentions for entertainment ticket online purchases. The managerial implication for online ticket companies is to focus on perceived ease of use of their websites or applications that – along with other features – influence trust and attitudes toward online purchases and affect online buying intentions.


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