Factors affecting customer online repurchase intention of movie ticket - A study in Ho Chi Minh City Vietnam
Abstract
The research will approach one of the newest application of e-commerce in Vietnam, online purchase of movie ticket. In today‟s technology-induced society, customers expect and demand that service be of high quality and convenience. Even more so in the segment of recreation, where customers are willing to spend money to enjoy entertainment. Therefore, cinemas and third party companies are offering online purchase platforms for movie ticket such as websites and mobile applications. However, in the marketing world, it is more expensive to attract a new customer than maintain one. Therefore, the challenge that researchers and marketers have to solve is how to make customers return to their service after the first purchase. The goal of this study is to understand the extent to which utilitarian factors and psychological factors affect online repurchase intention of movie ticket.
The findings from the study indicate that the four factors Perceived Ease of Use and Perceived Usefulness of the purchase platform, Confirmation of expectation and customer Satisfaction all have significant effect on the repurchase intention of customer regarding online purchase of movie ticket.
The results of this study will help movie ticket vendors know which factors affect their customer online repurchase intention. Thus, the vendors can enhance and promote their service to suit with customer demand.