A Study on the Online Reservation of Sports Tickets by Combining the Technology Acceptance Model with the Theory of Planned Behavior

The purpose of this study was to analyze the online reservation process for sports tickets by combining the Technology Acceptance Model(TAM) and the Theory of Planned Behavior(TPB). To conduct this study, a survey was administered to individuals who had experience reserving sports tickets online, and 245 surveys were ultimately used for the final analysis. The results were as follows: First, the perceived ease of use for online reservations of professional baseball tickets had a positive effect on perceived usefulness. Second, the perceived ease of use and the perceived usefulness of online reservations of professional baseball tickets had a positive effect on attitude. Third, the attitude, subjective norms and perceived behavioral control toward online reservations of professional baseball tickets had a positive effect on purchase intention. Fourth, perceived behavioral control over online reservations of professional baseball tickets had a positive effect on purchase behavior. Fifth, purchase intentions for online reservations of professional baseball tickets had a positive effect on purchase behavior. These findings suggest that improving the ease of use and perceived usefulness of online ticket reservation systems, as well as fostering positive attitudes and social norms, can effectively increase purchase intentions and actual buying behavior for professional baseball tickets.