How consumers' attitude about ticketing companies mediates online purchasing process
by Jason M. Riley; William A. Ellegood; Kevin Sweeney; Liu Yang
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 14, No. 3/4, 2024

Abstract: Although consumers purchase entertainment tickets online, many dislike ticketing companies because they add unexpected fees to the purchase price. Leveraging social cognitive theory, we examine how consumers' desire-to-experience live entertainment and trust about ticketing platforms affect purchase behaviour. The mediating influence of consumers' attitude about ticketing companies is included to understand how it attenuates the proposed relationships. Responses were collected from 541 consumers and then analysed using structural equation modelling to evaluate direct and indirect relationships. The results suggest when consumers want to experience an event or trust the digital platform; they are more predisposed to using the online ticketing services. Moreover, both direct relationships are mediated by consumers' attitude about ticketing companies. This work illustrates how consumers move from thinking about live entertainment, to purchasing tickets. Theoretically, we expand the use of social cognitive theory by demonstrating how it can be used to better understand consumers' purchasing behaviour.

Online publication date: Wed, 30-Oct-2024

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