In recent years, due to the rapid growth and development of the Internet, many companies have been investing in developing the web-based arts ticketing system. Not only does it facilitate the ticketing operations, the system also allows arts information to be obtained more easily through internet and improves arts marketing efficiency. Web-based ticketing system greatly enhances the economical benefits and profits, and replaces the traditional laborious manual ticketing operations which cause the arts market to be more dynamic. This thesis explores the field of web-based arts ticketing system. Through the survey, the researcher studies the consumers¡¦ behaviors and the use of the ticketing system in the domestic arts market. The researcher also further exams the correlation between service quality and customer satisfaction in order to understand whether the services provided by web-based arts ticketing system meet consumers¡¦ expectations. The findings of this research are as follows: First, the majority of the consumers are female with university level or above. The web-based ticketing system has a group of regular users. Most of them use the ticketing system from 6 pm to 10 pm. "Drama" and "concert" are two major types of programs selected . Second, all the factors that constitute service quality are positively correlated with customer satisfaction. Furthermore, "usability" is the most crucial factor among them. Third, the drama customer is more satisfied with the usability of the ticketing system than the concert customer. Fourth, among the arts ticketing systems, the ¡§overall satisfaction¡¨ of The NTCH and Tickets Books are better than that of the EAR. According to this research, some suggestions are made for the web-based arts ticketing systems: "Provide ticket exchange or cancellation online," "Cancel or reduce the fee when getting tickets on site or through mail," "Enhance the stability of the ticketing website to prevent the website from crashing when a large number of customers are accessing at the same time," " Safely protect consumers¡¦ personal data and transaction data," "Use social network to increase the exposure of the ticketing system for customers to access" and " Establish online ticket transferral platform."

In the recent years, due to the rapid advance of internet technology and its characteristics such as boundary-less, low cost, high-speed, and two-way communication, the airline companies have created websites and employed internet as a marketing tool to sell tickets directly to end-customers via the airline websites. This trend is gradually replacing the traditional technique such as selling the tickets via travel agencies. There are two major advantages of selling tickets via the airline websites. First, it could reduce the commission fee paid to the intermediary effectively; secondly, due to the utilization of electronic ticketing system, the airline companies could further reduce its overall operating cost by 10%. Thus, increasing number of firms, including the six major airline companies in Taiwan, in the airline industry are switching the ticket-selling channel to online-selling. However, it is uncertain whether the functional service provided by the airline companies in Taiwan meets the needs and expectation of the customers. Therefore, the survey developed in this research aims to confer three aspects of existing service of the major Taiwanese airline companies; these three aspects include: the service quality of the online ticketing system, customer satisfaction, and behavior intention. Furthermore, the research takes a step further to discuss the relationship between these three aspects and whether acknowledgement-differences occur between customer attribute and customer spending-behavior toward these three aspects. The findings of this research are as follows: 1. The five major factors that constitute service quality are positively related with customer satisfaction. Among the five, ¡§service convenience¡¨ has the greatest effect on customer satisfaction. 2. The five major factors that constitute service quality are highly and positively related with the ¡§customer loyalty¡¨ factor under the behavior intention aspect. 3. Customer Satisfaction is highly and positively related with the ¡§customer loyalty¡¨ factor under the behavior intention aspect; but it is unrelated with ¡§pay more¡¨ and ¡§switching and complaint¡¨. 4. The two Taiwanese airlines, China Airline and Eva Airline, which serves international route on a regular basis, outperforms the other four national airline companies ¡]Trains Asia Airways¡BFar Eastern Air Transport¡BMandarin Airlines¡BUni Air¡^on ¡§service tangibility¡¨ and ¡§service customization.¡¨ 5. The major customer for purchasing air tickets online is characterized by: younger age (21~35), high education, male and heavy internet user. Keywords: Service Quality, Customer Satisfaction, Behavior Intention,Online-Ticketing, Electronic-Ticket, Airline Companies

電子商務多年的發展之下，人們在生活中已經習慣於網路購物，而隨着智慧型手機等行動裝置的普及，跨越線上與線下的O2O消費掀起了新一波風潮。其中，電影O2O在中國更是以爆發式地增長中。 本研究以電影O2O為例，希望探討消費者在線上購買電影票再到線下電影院觀影的消費行為背後的心理需求動機，以及在使用線上介面時前置因素如何影響其使用行為，以建構結合使用與滿足理論及科技接受模式（Technology Acceptance Model）的O2O消費行為模型。 本研究收集到460份有效問卷，研究結果發現消費者使用O2O的動機包括娛樂性、便利經濟性、社交性，其中娛樂性、社交性動機對促成使用行為有正向影響；而線上使用介面的知覺有用易用性對消費者的線上使用行為有正向影響。 / As e-commerce has been flourished for years, people getting more and more used to shopping online, on the other hand, popularization of mobile device leads to a new trendy of O2O service, which broke the wall between online and offline. For example, movie ticketing O2O is experiencing a great development in China. This study focus on movie ticketing O2O and try to clarify its user motivations, besides how actual uses were influenced by the factors of online interface. Altogether it is tempt to build up an O2O user model which combine with Uses and Gratifications Theory and Technology Acceptance Model. Collected 460 web questionnaires, the findings of this study show that entertainment, convenience and economy, sociality are all motivations of using O2O ticketing, entertainment and sociality indicate significance influence to actual using. For the part of online interface, perceived usefulness and ease of use are combined together to affect the online using positively.