Application of the Technology Acceptance Model (TAM) in electronic ticket purchase for the 2010 FIFA World Cup™

Abstract

A variety of theoretical frameworks have been used by researchers to explain online consumer behaviour in a range of contexts. Using the Technology Acceptance Model (TAM) as a theoretical foundation for identifying essential factors which assist in explaining consumers' extent of usage of online technology, the current study examined the perceived usefulness and ease of use of online technology adoption in the purchase of tickets by spectators during the 2010 FIFA World Cup™ hosted by South Africa. A quantitative approach was adopted to ascertain user perceptions of the Internet to purchase 2010 FIFA Soccer World Cup™. A non-probability sampling technique using snowball and judgment sampling was utilised to recruit individuals who used the Internet or attempted to use the Internet to purchase tickets for the 2010 FIFA Soccer World Cup™. A questionnaire was developed and pre-tested with ten respondents. The study found perceived ease of use and perceived usefulness of the Internet had a significantly positive influence on the attitude towards its use for ticket purchase. It also confirmed that the TAM could be used with minor modifications in sports and sport-related research. The current study could be extended to other applications such as websites and also bring in other dimensions into the technology equation such as security and trust. The findings are discussed in the light of these perspectives.