User's Attitudes Toward Movie-Related Websites and E-Satisfaction

Abstract

Numerous websites provide information, sell products, and offer services. However, not many websites have focused on usability issues, such as ease of use, usefulness, and customer satisfaction. Therefore, in this paper, the authors first consider what factors affect ease of use and usefulness and then how ease of use and usefulness affect attitudes toward websites and customer satisfaction. This study classified four different user groups based on their degree of involvement to measure different levels of perceived ease of use and usefulness. Uses and gratification theory (Herzog 1944; McGuire 1974; Luo 2002) has been applied in this study to explain users’ attitudes toward movie-related web sites and consumer satisfaction. This study found that online users’ positive attitudes towards movie-related websites impact their satisfaction, while their positive attitudes do not significantly lead to the actual purchase of tickets online. The findings of the study contribute to the development of the uses and gratification theory by applying it to the online users’ attitudes toward movie-related sites. Further, this study provides implications and offers suggestions to e-businesses dealing with movie-related products and services.