UTAUT-based Online Movie Ticketing Platform Users Continue To Use Influencing Factors

Since the China economy in twenty or thirty years,per capita income increased significantly with the increase of income,people's consumption began to upgrade,the direction of consumption also diversified situation,make people pay more attention to enhance the concept of cultural consumption,the entertainment consumption increased significantly in the proportion of total consumption in the film industry,homeopathy and become more rapid industry.At the same time,the rise of mobile commerce,the rise of online shopping online movie ticketing platform,the use of a large number of users and greatly promote the development of.With the increasing number of online ticketing users,the proportion is growing,from the user behavior of its research,and to explore what factors will affect the user to use the online movie ticketing platform becomes very meaningful.The purpose of this study is the integrated model based on the Unified Theory of Acceptance and Use of Technology(UTAUT),combined with the characteristics of the online movie ticketing platform,through interviews and summarizing,perceived preference,perceived risk,perceived convenience,involvement and other variables,construct a new conceptual model.The independent variables are: performance expectation,effort expectancy,social influence,perceived preference,perceived risk,perceived convenience.The dependent variable is: the use of behavior;the mediating variable is: use intention;the moderating variable is: involvement.In this study,the online movie ticketing platform was chosen as the empirical object,and the data were collected through questionnaires and questionnaires.SPSS22.0 and AMOS 22.0 software were used to analyze the data by descriptive statistical analysis,reliability analysis,validity analysis and structural equation model analysis.Finally,the effects of six factors(performance expectation,effort expectation,social influence,perceived benefit,perceived risk,perceived convenience)on the willingness to use and the use of behavior,as well as the moderating effect of the involvement degree.The results show that the performance expectancy,effort expectancy,social influence,perceived preference affects the users' intention to use the online movie ticketing platform;perceived risk negatively influences users' intention to use online movie ticketing platform;use behavior perception and willingness to use the convenience of online movie ticket positively influence the user platform;relatively low involvement,four influence factors(performance expectancy,effort expectancy,social influence,perceived preference)in high involvement influence intention to use the online movie ticketing platform bigger;relatively low involvement,less risk in the sense of knowledge of high involvement of online movie ticketing platform use intention;relatively low involvement.Influence of perceived convenience and willingness to use in the high involvement of the online movie ticketing platform use behavior more.Finally,according to the research results,this paper puts forward some suggestions for the development of online movie ticketing platform operators,which provides a theoretical basis for the further development of online ticketing.