How Brand Image of Theater Influences TAM:A Case Study of Mobile Theater APP in the Greater Kaohsiung Pingtung Area

• Main Authors: Huang,Yu-Fang, 黃玉芳
• Other Authors: Tsai, Cheng-Fa
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/hzbwsk

碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班 === 106 === With the popularity of mobile devices, cinema studios have launched their own mobile banking app for customers. in the past few years, to provide customers with more flexible access to studio information and ticket purchases; as of today, APP usage rates for the top of studios in Taiwan have been used. However, it has not been popularized. Therefore, the author has created How Brand Image of Theater Influences TAM:A Case Study of Mobile Theater APP in the Greater Kaohsiung Pingtung Area. 　　In recent years, due to the government’s implementation of a one-off policy and declining birthrate, shadow studio operators have been faced with rising personnel costs and difficulty in recruiting human resources. If consumers are able to increase the use of ticket purchases for the Action Studio App, they will effectively reduce the occurrence of this problem. . From the consumer's point of view, in addition to being more flexible in terms of ticketing time, the immediate function of the Action Studio App can make it more convenient to inquire about consumer information. If it can effectively increase the consumer's adhesion to the Action Studio App, Not only do city owners have real income, they can also gather relevant data from them to learn more about market demand. 　　This paper discusses the customer's perception of the daily interaction between the studio and the movie city. It uses the action studio APP as an example. It uses the technology acceptance model to conduct research, uses a Google questionnaire to conduct surveys, and collects 293 questionnaires, 16 invalid questionnaires, and valid questionnaires 277. Servings, analyzed by SPSS 20.0, found that: 1. An independent sample of demo variables in the demographic variables. The T-verification has no significant differences in the daily accessibility between the studios and the action studios. 2. The single factor variable analysis of the variables in the demographic variables has no significant difference between the daily accessibility to the studios and the action theaters.