Factors Affecting E-Ticketing Purchase Intention on University Students in Surakarta
Abstract
The objective of this research is to analyze factors affecting purchase intention on university students in Surakarta. In this research, the theoretical foundation to examine the key determinants are theories of convenience, security, perceived usefulness, perceived ease of use on consumers’ intention towards adoption of e-ticketing on transportation. The primary data had been collected through questionnaire surveys from target respondents who are university students in Surakarta. The data analysis techniques of Pearson’s Correlation Analysis and Multiple Linear Regression were used to test the hypotheses of the study. The results illustrated that convenience, security, perceived usefulness, and perceived ease of use have positive and significant effect on e-ticketing purchase intention.
Keywords: factors, affect, e-ticketing, purchase intention
1. INTRODUCTION
In Indonesia, comparing from 2000 and 2011, there is an increases of 50 million internet users or grows by 1000% (Miniwatts Marketing Group, 2012). The Indonesia internet user was released from 2010 to 2011 with 26 million to 43 million and the development of wireless broadband has recently established in the country. The estimation made by the Ministry of Communications and Informatics, said that, the internet penetration in Indonesia in mid of 2011 was 48 million (18%) of the population, an increase from the 2010 which is only 9%. When third generation (3G) had deployed in Indonesia at 2006, many operators such as Telkom, Indosat, Excelcomindo, and many more are capturing mobile user attention to subscribe with their plan (Koo & Yuliawati, 2010). Live along with the advancement of 3.6 Mbps of High Speed Downlink Packet Access technology, the mobile user can potentially access into online with their mobile more usefully.
This shows that the awareness of Indonesian people's towards the Internet is increasing and the number will still keep growing in more future years. The reason why the internet today becoming very popular is because, internet provides a various kind of things that fulfill various needs of different people around the world, people can read news, access to forums, online chatting, playing games, blogging, social networking, searching educational materials, and also as for online business.
Online business or is more known as e-commerce is one of many results which are produced from the massive growth of internet usage. E-commerce is a trading transaction (buying or selling) that uses internet technology as the medium. This kind of transaction is getting popular day by day in around the world, so as in Indonesia. The growing of internet usage is itself directly influencing people to use e-commerce websites as their media to sell or buy anything they want. There are also several reasons of this E-commerce gaining popularity, they are: easiness / simplicity, unlimited variety, easy comparing, and competitive price / negotiable price (Minata, 2012). E-commerce is used to be a business entrepreneur from small to large institution, has taken advantage of the internet to promote their business and deliver information about their product.
E-commerce has changed many things in the business. It not only has changed the way they sell, purchase or deal with their customers and suppliers but it has also changed the business perspective from "production excellence" to "customer intimacy " (Macgregor & Vrazalic, 2005) and from being "agent of seller" to being "agent of buyer" (Achrol & Kotler, 1999), and the business focus from the physical goods alone to a service, information and intelligence focus (Rayport & Jaworski, 2001). The growing use of the tablet devices, and smart phones coupled with larger consumer confidence will see that E-commerce will continue to evolve and expand. With social media growing exponentially in recent years, the conversation between businesses and consumers has become more engaging, making it easier for transactional exchanges to happen online (Miva, 2011). E-commerce could deliver a significant benefit to businesses in developing countries by increasing their control over its place in the supply chain, thus improving its market efficiency (Molla & Heeks, 2007).
The travel industry is one of the largest and fastest growing industries around the world working with the internet, especially in purchasing the flight and accomodation via websites (The Asia Foundation, 2012). The travel activity using the internet is identified as e-commerce adoption and is facilitated by website operations to catch the benefits of commerce transactions (Kazandzhieva, 2010). E-travel produce e-ticketing as customer’s travel solution. E- ticketing solutions produce ticket coupons in an electronic format. As mention by Sutra (2008), E- tickets are modified by the system in a real-time fashion, as the passenger’s status changes through the airport handling process.
There are many benefits of purchasing tickets over the internet. Consumers are able to procure lower ticket rates through e-ticketing as compared to purchasing ticket from travel agents. The airlines companies are also able to provide an effective distribution channel through the implementation of e-ticketing besides reducing the cost of issuing air tickets. This study is conducted to study according to the phenomenon of huge growth of online ticket industry, thus, the researcher is interested to analyze it. The purpose of this study is to analyze factors affecting e-ticketing purchase intention on university students in Surakarta. This study concerns how convenience, security, perceived usefulness, and perceived ease of use can influence consumer, in this case university students, to purchase intention of e-ticketing and to relate the relationship in termed of attitude of the consumer intention to purchase e-ticketing.
2. LITERATURE REVIEW AND HYPHOTESIS
Electronic commerce is a type of transaction of goods or services which is the result of the media of internet (Organization for Economic Co-operation and Development, 2002). It is open to any sides, whether it's individual, groups, or organizations. The transaction of goods and services must be ordered through internet, but the payment and delivery of them may be happened with internet (online) or not (offline). According to Kalakota & Whinston (2014), E-commerce can be categorized into 4 (four) types. First, Bussiness to Consumer (B2C) type, that is, enterprises provide the commodities or services in internet directly and offer sufficient information and convenient interface to attract consumers to buy online in order to eliminate channel intermediaries. Second, Consumer to Consumer (C2C) type, that is, Website's operator is not responsible for the logistics. They just help gathering information and establishing credit-rating systems. The eBay is a good example of C2C platform. Third, Consumer to Bussiness (C2B) type, that is, consumers come as groups by topics and needs. By group body negotiations and demand aggregators, they can play a leading role for the products. Fourth, Bussiness to Bussiness (B2B) type, that is, by using EDI, commerce among businesses can be performed over internet to integrate supply chain and logistics to reduce costs and promote efficiency in internet environment.
E-ticketing concept, instead tracks the sale and use of tickets through which data is stored in a central database and updated by the validating, enabling the passenger to check in and board the flight without holding a paper ticket. E-ticket offers a number of clear benefits. They reduce document distribution costs, eliminate paper-ticket fraud, enhancing passenger check-in options, stop revenue leakage through information of check-in and ticket change control, eliminate lost or stolen tickets and eliminate the need for per-paid tickets (Belhagi, 2015). The consumer do not need to carry a paper ticket, which mean tension of misplacing a ticket is eliminated. Besides that, the consumer are allowed to check-in online over the web, see what of seats and make the choices accordingly in what so-called purchase intention.
Dodds et al. (1991) and Zeithhaml (1998) have defined purchase intention as the possibility for consumers to buy a product offered as an example, the possibility for consumers to consider buying a product offered by a tour agency, the possibility for consumers to recommend this tour agency and its products to others, and the possibility for consumers to buy much product. All this is been from travel purchase contexts. Purchase intention as mentioned by Huang and Su (2011) also can be considered As a part of cognitive behavior of consumers that a specific brand is to be purchase by individual. Therefore, in a digital context, it refers to the situation that the customers are willing to involve themselves in online transactions. Purchase intention of the consumer known as a predictor of actual buying behaviour and subsequent purchase, and firms by using this predictor can anticipate actual purchasing behaviour of their consumers. Advertising endorser’s exposure rate can change consumer preference and attitude and promote purchase intention toward e-ticketing.
According to Kolsaker, Lee-Kelly and Choy (2004), convenience is mentioned as the key online buying driver resulting from factors such as availability to shop at home 24/7 days a week, usability, speed and time savings, provision of delivery services by suppliers and information capacity. Convenience as the influential independent variable had been proven by the analysis that there is a positive relationship between perceived convenience of the e-commerce and the adoption of online shopping, banking, investing and Internet (Eastin, 2002). Kare-Silver (as cited in Sulaiman et al., 2008) discovered that convenience is at the heart of what fundamentally drives demand for the Internet. Wolfinbarger and Gilly (2001) found that convenience is one of the most important attributes of online shopping to consumers. A research conducted by Sulaiman et al. (2008) on motivators and barriers of eticketing had clearly indicated that convenience serves as the second positive perception of the consumers towards e-ticketing.
Security is always controversial and significant to consumers’ intention of using e-ticketing. Customers would only prefer to e-ticketing only if they were confident with the security of the payment system (Allred, Smith & Swinyard, 2006; Paynter & Lim, 2001). Kolsaker, Lee-Kelly and Choy (2004) examined that respondents’ need to be guaranteed about the safety of online transaction and some service back-up from vendors. Park and Kim (2003) suggested that perceptions of security are significantly affected the consumers’ actual purchase intention. Law and Leung (2000) indicated the significance of security for e-ticketing adoption to protect consumers by increasing safety of security information, more research study could be done on the interaction of credit card security. It has shown that the relationship between security and intention of eticketing is significant. Salisbury, Pearson, Pearson and Miller (2001) study had shown that the higher the security, the higher the consumers’ intention on purchasing products online. Customers were worried about data security and this was found to be the major reason for not purchasing tickets on websites; without security, high reluctance of customers will purchase tickets online (Shon, Chen & Chang, 2003; Sulaiman et al., 2008).
Perceived usefulness is defined as "the degree to which a person believed that using a particular system would enhance his or her job performance" (Davis et.al., 1989). TAM mentioned that "usefulness" is influenced by "ease of use", because the easier a technology is to use, the more useful it can be (Venkatesh, 2000; Dabholkar, 1996; Davis et.al., 1989). According to the research of (Monsuwe and Ruyter, 2004) they found that "usefulness" refers to consumers' perceptions that using the internet as a shopping medium enhances the result of their shopping experience and that perceptions influence consumers' attitude toward online shopping and their intention to shop on the internet. According to Burke (1996), perceived usefulness is the primary prerequisite for Massmarket technology acceptance, which depends on consumers' expectations about how technology can improve and simplify their lives (Peterson et al., 1997).
A website is useful if it delivers services to a customer but not if the customers' delivery expectations are not met (Barnes and Vidgen, 2000). The usefulness and accuracy of the site also influence customer attitudes. Users may continue using an ecommerce service if they consider it useful, even if they may be dissatisfied with their prior use (Bhattacherjee, 2001a). Consumers likely evaluate and consider productrelated information prior to purchase, and perceived usefulness thus may be more important than the hedonic aspect of the shopping experience (Babin et.al., 1994). In addition, perceived usefulness predicts IT use and intention to use (Adam et al., 1992), including the using of e-commerce (Gefen and Straub, 2000).
Perceived ease of use is defined as how the standard to which the prospective consumer anticipates in the online purchases would be free of external and internal effort (Koufaris & Hampton-Sosa, 2002). According to Barnes and Vidgen (2006), the online system operationalized the construct ‘usability’ as a clear and understandable website will be easy for customer to use. It should have easy searching capability for immediately leading users to their required information in the complex structure of the Website (Huizingh, 2000). Perceived ease of use is identified having a significant influence on consumer intention as the easier the usage of website an Internet user perceives, the greater the trust in the website‟s honesty, thus resulting in higher consumer intention (Bigné et al., 2010). Empirical study done by Yi and Hwang (2003) also found that ease of use had a significant effect on behavioural intention. However, in this study has four variables that will discuss.
Thus the researcher builds hypothesis for this study as follows.
H1: There is a significant impact of convenience on E-ticketing purchase intention.
H2: There is a significant impact of security on E-ticketing purchase intention.
H3: There is a significant impact of perceived usefulness on E-ticketing purchase intention.
H4: There is a significant impact of perceived ease-of-use on E-ticketing purchase intention.
3. RESEARCH METHODOLOGY
This study is a quantitative research as data is collected through questionnaire survey and is created using numerical data for data analysis. Owing to the purpose of this study is to analyze the factors influencing the university students’ intention towards e-ticketing purchase on transportation in Surakarta. The target population for this research is focused on university students who have purchasing ability, over 18 years of age in Surakarta. Students are included in this study because they are upcoming generation and highly dependent on Internet especially for online shopping.
In this research study, the types of non-probability sampling technique that being adopted are convenience sampling and snowball sampling where all the targeted respondents have been acquired most conveniently or being distributed the survey questionnaire on a friend-to-friend base. Convenience sampling is chosen because it has the advantages of costefficient and least time consuming and most convenient if compare with other sampling techniques whereas snowball sampling is chosen because it can estimate rare characteristic.
In this research, primary data was obtained by self-administered questionnaire with 5-point likert scales. The questionnaire is distributed to targeted respondents either through personal face to face contact. Interval scale of measurement is used with 5-Likert Scale to measure three of the independent variables which are convenience, security, and perceived usefulness, impact on e-ticketing purchase intention. This scale collects information based on the target respondents measurement about the level of agreement or disagreement on the constructed statements in the range of one (1) strongly disagree, two (2) disagree, three (3) neutral, four (4) agree to five (5) strongly agree in each series of the statement. The respondents were 100 university students in Surakarta involving students of state university and private universities in Surakarta.
Scale measurement is used mainly to verify quality of the data collected and this can be determined by the reliability level of the data. For this research, reliability test is carried out to verify whether the items in the questionnaire are related to each other. Cronbach’s Alpha reliability test is used by averaging the coefficient varies from 0 to 1.
Pearson’s correlation analysis is used to indicate the strength and direction of relationship between two variables. In this study, this analysis is chosen to measure the co-variation between the three independent variables and e-ticketing purchase intention on university students. The coefficient (r) indicates both the magnitude of the linear relationship and the direction of the relationship. The correlation coefficient ranges from +1.0 indicated perfect positive relationships to -1.0 which indicates perfect negative relationships while value of 0 shows no linear relationship. Correlation coefficient value range from 0.10 to 0.29 is deemed to be weak, from 0.30 to 0.49 is regarded as medium and from 0.50 to 1.0 is believed to be strong (Cohen, 1988). Nevertheless, to avoid multicollinearity problem among independent variables, this value should not go further than 0.9 (Hair et.al., 2007).
In this study, multiple regression equation is used to answer certain basic equation between dependent variable of consumers’ e-ticketing purchase intention and independent variables including convenience, security, perceived usefulness, and perceived ease of use on whether the relationship exists; how strong is the relationship; and whether the relationship is positively or negatively skewed.
The questionnaires were adopted from Huang & Su (2011); Sulaiman et al. (2008); Kolsaker et al. (2004); Shon, Chen & Chang, (2003); and Venkatesh (2000). The questionnaires were designed to analyze factors affecting e-ticketing purchase intention on university students.
Variables and measurement
*Conveniece
The measurement of convenience variable is interval scale. The sources of questionnaire are adapted from Forsythe, Liu, Shannon & Gardner (2006); Li, Kuo & Russell (1999); Rohm & Swaminathan (2004). In the questionnaire the researcher assessed convenience using 5-point likert scale choice, the questions are: The transportation website is a convenient way of purchasing e-ticket; Saving time while purchasing e-ticket is very important to me; I want to be able to purchase e-ticket at any time of the day; E-ticketing can save the effort of visiting counters.
*Security
The measurement of security variable is interval scale. The sources of questionnaire are adapted from Alam & Yasin (2010); Park & Kim (2003). In the questionnaire the researcher assessed security using 5-point likert scale choice, the questions are: Transportation websites provide detailed information about security; I feel secured in providing personal information for purchasing transportation tickets online; I feel that my privacy is protected when I'm purchasing ticket online; I trust transportation websites with respect to my credit card information.
*Perceived usefulness
The measurement of perceived usefulness variable is interval scale. The sources of questionnaire are adapted from Devaraj et al. (2002); Koufaris & Hampton-Sosa (2002). In the questionnaire the researcher assessed perceived usefulness using 5-point likert scale choice, the questions are: I would find the transportation website useful; Using transportation website can improve my purchasing ticket performance; Purchasing transportation tickets online gives me greater control; Purchasing transportation tickets online improves the quality of decision making.
*Perceived ease of use
The measurement of Perceived ease of use variable is interval scale. The sources of questionnaire are adapted from Devaraj et al. (2002); Koufaris & Hampton-Sosa (2002), Shih (2004). In the questionnaire the researcher assessed Perceived ease of use using 5-point likert scale choice, the questions are: Learning to purchase transportation ticket online would be easy for me; My interaction with transportation website is clear and understandable; It would be easy for me to become skillfull at purchasing ticket online; I feel that most transportation websites allow easy ordering on-line.
*Purchase intention
The measurement of Purchase intention variable is interval scale. The sources of questionnaire are adapted from Salisburry et.al (2001). In the questionnaire the researcher assessed Perceived ease of use using 5-point likert scale choice, the questions are: I would use the transportation website for purchasing a ticket; Using the transportation website for purchasing a ticket is something I would do; I could see myself using the transportation website to buy a ticket.
4. FINDINGS and DATA ANALYSIS
Descriptive Analysis
From the sample and population, it is identified the respondents based on education stage and age. Below is data tabulation based on the criteria.
Table 1. Respondents Classification based on Education Degree
|
No. |
Degree of Education |
Frequency |
Percentage |
|
1. 2. 3. 4. |
D2 D3 S1 S2 |
30 17 43 10 |
30,00% 17,00% 43,00% 10,00% |
|
|
Total |
100 |
100,00% |
Table 1. shows that respondents with D2 degree were 30 (30,00%), respondents with D3 were 17 (17,00%), respondents with S1 were 43 (43,00%), and respondents with S2 were 10 (10,00%). From the data above, it can be concluded that the respondents were dominated by those who went to S1 degree.
Table 2. Respondents Classification based on Age
|
No. |
Age |
Frequency |
Percentage |
|
1. 2. 3. |
18-22 years-old 23-27 years-old > 27 years-old |
27 43 30 |
27,00% 43,00% 30,00% |
|
|
Total |
100 |
100,00% |
Table 2 shows respondents aged from 18 to 22 years old were 27 (27.00%), respondents aged from 23 to 27 years-old were 43 (43.00%), and respondents aged above 27 years-old were 30 (30.00%). %). From the data above, it can be concluded that the respondents were dominated by those who aged from 23 to 27 years-old.
Validity Test
Validity is an extent to which a measure or set of measures correctly represents the concept of the study. It is concerned with how well the concept is defined by the measures (Hair, et.al., 2010).
Table 3. Result of Validity Test of E-Ticketing Purchase Intention Variable
|
Statement |
r count |
Probability |
Result |
|
Item 1 |
0,771 |
0,000 |
Valid |
|
Item 2 |
0,817 |
0,000 |
Valid |
|
Item 3 |
0,786 |
0,000 |
Valid |
Table 4. Result of Validity Test of Convenience Variable
|
Statement |
r count |
Probability |
Result |
|
Item 1 |
0,788 |
0,000 |
Valid |
|
Item 2 |
0,644 |
0,000 |
Valid |
|
Item 3 |
0,760 |
0,000 |
Valid |
|
Item 4 |
0,807 |
0,000 |
Valid |
Table 5. Result of Validity Test of Security Variable
|
Statement |
r count |
Probability |
Result |
|
Item 1 |
0,813 |
0,000 |
Valid |
|
Item 2 |
0,847 |
0,000 |
Valid |
|
Item 3 |
0,865 |
0,000 |
Valid |
|
Item 4 |
0,845 |
0,000 |
Valid |
Table 6. Result of Validity Test of Perceived Usefulness Variable
|
Statement |
r count |
Probability |
Result |
|
Item 1 |
0,827 |
0,000 |
Valid |
|
Item 2 |
0,722 |
0,000 |
Valid |
|
Item 3 |
0,772 |
0,000 |
Valid |
|
Item 4 |
0,733 |
0,000 |
Valid |
Table 7. Result of Validity Test of Perceived Ease of Use Variable
|
Statement |
r count |
Probability |
Result |
|
Item 1 |
0,725 |
0,000 |
Valid |
|
Item 2 |
0,702 |
0,000 |
Valid |
|
Item 3 |
0,859 |
0,000 |
Valid |
|
Item 4 |
0,772 |
0,000 |
Valid |
|
Item 5 |
0,746 |
0,000 |
Valid |
From validity test on 100 respondents, it shows that probability value from correlation result is 0,000. It is less than significant value a 5% or coefficient value product moment (r count) of each item is more than r table (critical value) of all variables. Therefore, it can be concluded that all items of the questionnaire are valid.
Reliability Test
Reliability is an extent to which variable or set of variables is consistent in what it is intended to measure. Reliability relates to what should be measured not how it is measured (Hair, et.al., 2010).
Table 8. Summary of Reliability Tes Questionnaire
|
Variables |
Alpha |
Status |
|
E-ticketing purchase intention Covenience Security Perceived usefulness Perceived ease of use |
0,6912 0,7410 0,8634 0,7570 0,8184 |
Reliable Reliable Reliable Reliable Reliable |
The result of reliability testing of questionnaire shows that reliability coefficient (alpha cronbach) is reliable. It means that all questions are proven reliable because more than rtabel 0,6 stated by Nunnaly.
Mulitiple analysis regression is used to find out the effect of convenience (X1), security (X2), perceived usefulness (X3), and perceived ease of use (X4) on e-ticketing purchase intention (Y). With SPSS 11.0 software program, the result can be described below.
Table 9. Multiple Regression Analysis Result
|
Variable |
B |
Standard of error |
t count |
Significance |
|
Constant Convenience Security Perceived Usefulness Perceived ease of use |
-1,495 0,283 0,139 0,294 0,094 |
0,241 0,065 0,047 0,061 0,026 |
-6,208 4,333 2,962 4,842 3,568 |
0,000 0,000 0,004 0,000 0,001 |
|
Dependent variable : E-ticketing purchase intention |
||||
|
Y = -1,495 + 0,283X1 + 0,139X2 + 0,294X3 + 0,094X4 + e R square = 0,972 F test = 811,672 |
a = -1,495 is constant. It means that if convenience (X1), security (X2), perceived usefulness (X3), and perceived ease of use (X4) are constant or ceteris paribus, thus, e-ticketing purchase intention (Y) will decrease 1,495 point.
b1 = 0,283, it means that if convenience (X1) increases 1 point, while security (X2), perceived usefulness (X3), and perceived ease of use (X4) are constant or ceteris paribus, thus, e-ticketing purchase intention (Y) will increase 0,283 point.
b2 = 0,139, it means that if security (X2) increases 1 point, while convenience (X1), perceived usefulness (X3), and perceived ease of use (X4) are constant or ceteris paribus, thus, e-ticketing purchase intention (Y) will increase 0,139 point.
b3 = 0,294, , it means that if perceived usefulness (X3) increases 1 point, while convenience (X1), security (X2), and perceived ease of use (X4) are constant or ceteris paribus, thus, e-ticketing purchase intention (Y) will increase 0,294 point.
b4 = 0,094, , it means that if perceived ease of use (X4) increases 1 point, while convenience (X1), security (X2), and perceived usefulness (X3) are constant or ceteris paribus, thus, e-ticketing purchase intention (Y) will increase 0,094 point
Based on data processing of t-test with SPSS 11.0 program, it can be noticed that at the level of significance 5%, variables of convenience, security, perceived usefulness, and perceived ease of use affects significantly on e-ticketing purchase intention. The result of t-test can be described below.
Table 10. The Result of t-test
|
Variabel |
t-hitung |
t-tabel |
Signifikan t |
Kesimpulan |
|
Covenience (X1) Security (X2) Perceived usefulness (X3) Perceived ease of use (X4) |
4,333 2,962 4,842 3,568 |
1,9840 1,9840 1,9840 1,9840 |
0,000 0,004 0,000 0,001 |
Signifikan Signifikan Signifikan Signifikan |
From data processing F test using SPSS 11.0 program, it can be noticed that Fcount (811,675) > Ftabel (2,45) (n-k-1;100-4-1) = 95. It means that convenience (X1), security (X2), perceived usefulness (X3), and perceived ease of use (X4) affect significantly on e-ticketing purchase intention (Y).
Based on determination coefficient 0,975, it shows that 97.5% variation of e-ticketing purchase intention can be explained by convenience variable (X1), security variable (X2), and perceived usefulness variable (X3); and 2.8% can be explained by other variables.
5. DISCUSSION
From the validity test, we can conclude that all question items in questionnaire are considered as a valid item,because the questionnaire were able to reveal something that will be measured in this research, so the data can be processed and analyzed. In reability test, based on the test above, all variables are considered as reliable item, because the respondents answer consistently. In t-test, we can conclude that variables of convenience, security, perceived usefulness, and perceived ease of use affects significantly on e-ticketing purchase intention. Furthermore the explanation for this research will be continued below:
The effect of convenience on e-ticketing purchase intention is positive (0,283). It shows that convenience variable has positive effect on e-ticketing purchase intention. It means that the more convenience e-ticketing service is, the greater e-ticketing purchase intention is.
The effect of security on e-ticketing purchase intention is positive (0,139). It shows that security variable has positive effect on e-ticketing purchase intention. It means that the greater security service is offered, the greater e-ticketing purchase intention is.
The effect of convenience perceived usefulness on e-ticketing purchase intention is positive (0,294). It shows that perceived usefulness variable has positive effect on e-ticketing purchase intention. It means that the greater perceived usefulness of e-ticketing service is, the greater e-ticketing purchase intention is.
The effect of convenience perceived ease of use on e-ticketing purchase intention is positive (0,094). It shows that perceived ease of use variable has positive effect on e-ticketing purchase intention. It means that the greater perceived ease of use of e-ticketing service is, the greater e-ticketing purchase intention is.
The effect of all independent variables on dependent variable simultantously is tested by F test. From F test, it is noticed that convenience, security, perceived usefulness, and perceived ease of use can influence simultantouly on e-ticketing purchase intention.
6. CONCLUSION
From the findings, it can be concluded that: 1) convenience has positive and significant effect on e-ticketing purchase intention; 2) security has positive and significant effect on e-ticketing purchase intention; 3) perceived usefulness has positive and significant effect on e-ticketing purchase intention; 4) perceived ease of use has positive and significant effect on e-ticketing purchase intention; and 5) convenience, security, perceived usefulness, and perceived ease of use have positive and significant effect on e-ticketing purchase intention.
Limitations
In this research, there are some limitations identified during the research process. The limitation will be listed as below and in order to further enable future researches to better address in this case, it is important for limitations to be recognized and learnt.
Some respondents reflected their misunderstanding in questionnaires especially for those who filled in via online and it is difficult to get response from researchers immediately. Hence, respondents’ misunderstanding is aroused and leads to bias in data collected which do not reflect respondents’ true opinions.
The time constraint has limited the research from understanding and investigating consumers’ intention thoroughly.
Suggestions
Therefore, although there were several limitations are being acknowledged and addressed regarding the present study, but these limitations do not detract the significance of the findings. Nevertheless, the present study would serve as a platform for more in-depth analysis and discussion in future research.
Future researchers may expand their research to focus on each specific industry in depth or identify the causal relationship between variables. Furthermore, they may explore their framework to other determinants to identify the significant antecedents influencing consumers‟ intention towards eticketing. Mediating variables may also be considered to give a more precise and accurate results in the future study.
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