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CHAPTER – 1
INTRODUCTION

2
BACKGROUND

1.1.1 Evolution of Commerce:

Commerce has evolved over the centuries. Prior to the evolution of money it was a

simple“barter process” where things could be exchanged, say milk for grains. The

evolution of money brought with it, the concept of a “marketplace”. In a marketplace,

Commerce is function of 4 P’s– Product, Price, Place and Promotions. All these four

components play a vital role in a transaction to take place. Different combinations of 4Ps

determine different forms of Commerce. Once the marketplace came into existence, a

few pioneers realised that people would be ready to pay extra if they could deliver

products at customer’s doorsteps. A slight modification on Price and Place led to the

convenience of getting products at their homes. This concept delighted the customers and

thus, the concept of “Street Vendors” was born. When the Postal System came into being

the sellers decided to cash in on the new opportunity and started using mailers giving

description of their products. It led to the concept of “Mail Order Cataloguing”. From

here, the evolution of the “Tele shopping” networks was inevitable with the development

of media vehicles.

The latest generation of commerce is one that can be done over the internet, termed as E-

commerce and is explained below.

3
1.1.2 E-Commerce:

Electronic Commerce, commonly known as E-Commerce, consists of the buying and

selling of products or services over electronic systems such as the Internet and other

computer networks. Electronic commerce has become one of the essential characteristics

in the Internet era. Online shopping has become the third most popular internet activity,

immediately following e-mail using/instant messaging and web browsing. It is even more

popular than seeking out entertainment information and news, two commonly thought of

activities when considering what Internet users do when online.

4
1.1.3 Online ticketing:

Electronic ticketing over the Internet is a good example of Internet commerce.The aim is

to facilitate the buying or reservation of tickets online, thereby making the process more

easily accessible and convenient. Through these services tickets may be purchased from

any location and at any time, provided an Internet connection exists. Typically, the tickets

are ordered from a web site that provides both tickets information and the purchasing or

reservation service. Internet or 'online' ticketing is all about providing a useful and

efficient service to clients and customers.

The aim is to make the purchase or reservation of tickets easier. Online ticketing system

has been used especially by firms who sell travel tickets, performing arts, game tickets,

concerts, movies and many other activities. The use of the Internet makes buying a ticket

more convenient since the service is available at any geographical location, including

your home (or even remotely via a laptop and cellular phone) and at any time of the day,

any day of the year.

Online ticket services have a further advantage by providing relevant information

alongside the service. This can aid purchasing decisions and may encourage future usage.

So ticket buyers have quite an easy commute to the ticket booth these days-they only

have to get to their home personal computer and onto the internet. It beats standing in

lines (perhaps out in the rain) and day, and the only traffic one encounters is that of the

so-called information superhighway.

5
There are also benefits for those providing the service. New markets are being created

and ticket sales are increased. Apart from maintenance and data updates, no manpower is

required to provide the service once it has been established. The process of recording the

transactions is more automated and overhead is reduced. An important point is that ticket

providers are also providing a convenient service to customers and are thereby improving

public image and encouraging return customers.

Online ticketing can be done for various services like railways , movies, airlines , hotels

etc. Of these services railways and movies are under our consideration.

1.1.3.1 Online ticketing is fastest growing segment in India

Internet ticket booking is the fastest growing online transaction in the E-commerce

segment with the purchases averaging to Rs. 40 crore a month. In all 39 per cent of the

respondents used the online ticketing services of railways with the average value of ticket

varying between Rs. 1,400 and Rs. 1,600 on an average during the first quarter this fiscal.

In all, 25 per cent of those who transacted on the website were new customers while 75

per cent

were repeat users, showcasing a high level of satisfaction with e-ticketing.

1.1.3.2 Online Train Reservation in India

India is clearly an emerging leisure online travel market, attracting millions in start-up

funding, the Indian online travel industry is in full form. Online travel is expected to be a

$2-billion industry.According to ticket sale data provided by Indian Railway Catering and

Tourism Corporation (IRCTC), which sells rail tickets online, out of the 880,000-odd

6
reserved rail tickets sold a day between April and July 2009, around 300,000, or 34 per

cent, were sold online.

In 2008-09, of the 860,000 or so reserved rail tickets sold every day, around 200,000

(above 25 per cent) were sold online. IRCTC accounted for 17 per cent of the total

passenger earnings of the Indian Railways in 2008-09.

In value terms IRCTC’s ticketing revenues have increased by 462 per cent over the last

three years. From Rs 704.91 crore in 2006-07 and Rs 1744.68 crore in 2007-08, the

corporation garnered Rs 3966.98 crore from sale of online tickets last fiscal. It plans to

earn at least Rs 5000 crore from the sale of online tickets during the current financial year

[Source: Business Standard]

7
8
1.1.3.3 Online Movie tickets purchase in India:

Online ticket booking for movies although less common , is growing at a very fast pace.

Easy to use websites help customers to plan their show well in advance. It also helps in

last minute rush for tickets. In India online movie ticket bookings have doubled in first

six months of 2008. Common website like bookmyshow.com and websites of different

Cineplex have made online movie ticket booking very easy. These websites provide

information about the availability of tickets across all Cineplex of major cities in India.

1.2 OBJECTIVE:

To study the relation between demand for online ticketing and certain factors for railway

and movies.

1.3 SCOPE OF THESIS:

 Identify factors influencing demand for online ticketing.

 Collection of data through questionnaire for following factors-

 Intention

 Perceived ease of use

 Complete adoption

 Attitude

9
  Emergency

 Willingness to spend extra amount of money

 Recommendation

 Analysis of collected data.

1.4 THESIS OUTLINE:

The thesis contains five chapters; in the first chapter, background about the subject under

consideration is given. The objective of the study and the scope is explained after a brief

introduction of online ticketing.

The second chapter contains literature survey which consists of the factors under our

consideration and theoretical framework explaining the techniques used by us in data

analysis.

The third chapter deals with data analysis and shows the results of the analysis of data

collected using above said techniques.

The fourth chapter deals with defining the conclusions drawn after the analysis and

further Research will be shown.

10
CHAPTER – 2
LITERATURE SURVEY

11
2.1 LITERATURE SURVEY:

In our study we try to review the results of the researches that have been conducted

regarding these variables of online ticketing, namely: intention, perceived ease of use,

adoption, attitude, emergency, willingness to spend extra amount of money and

recommendation.

2.1.1 Intention:

Intention to online ticketing refers to the likelihood that consumers actually make online

ticket bookings. Although this variable is frequently treated as a dependent variable,

several researchers found it to be an important determinant of online ticketing behavior.

2.1.2 Perceived Ease of Use :( PEOU)

Perceived ease of use refers to the degree to which a person believes that using a

particular system would be free of effort. PEOU has received enormous attention in the

IT adoption studies.

2.1.3 Adoption:

Adoption refers to complete switch over of customers from traditional means of usage of

a service to contemporary methods. In our project we are looking for the customers who

have completely adopted online ticketing as the only means of booking tickets.

12
2.1.4 Attitude:

Attitude refers to one’s evaluation about the consequences of performing a behavior.

Consistent with the findings of most IT adoption research, a significant number of studies

found that attitude is a significant antecedent of intention.

2.1.5 Emergency :

Emergency factor refers to the usage of online ticketing in a situation where other means

of booking cannot be used. This factor can determine to some extent the revenues of the

service provider.

2.1.6 Willingness to spend extra amount of money(WSEA):

Online ticketing requires some amount extra to be paid by the customer to the bank of

which debit/credit card he is using. The willingness to pay this amount can determine the

preference of customers for online ticketing to some extent.

2.1.7 Recommendation:

Once satisfied with the online booking services customers recommendation to others

about this service can lead to an increase in demand for online ticketing.

13
2.2 THEORETICAL FRAMEWORK:

This section of chapter two aims to give the reader a basic knowledge of Correlation-

Regression Since the thesis is based on these, we believe that it is important that the

reader has basic knowledge of the these techniques.

2.2.1 Linear regression:

In statistics, linear regression refers to any approach to modeling the relationship between

one or more variables denoted y and one or more variables denoted X, such that the

model depends linearly on the unknown parameters to be estimated from the data. Such a

model is called a "linear model.

Linear regression was the first type of regression analysis to be studied rigorously, and to

be used extensively in practical applications. This is because models which depend

linearly on their unknown parameters are easier to fit than models which are non-linearly

related to their parameters and because the statistical properties of the resulting estimators

are easier to determine.

Equations:

b1 = Σ [(xi - x)(yi - y) ] / Σ [ (xi - x)2]

b1 = r * (sy / sx)
b 0 = y - b1 * x

14
where b0 is the constant in the regression equation, b1 is the regression coefficient, r is the

correlation between x and y, xi is the X value of observation i, yi is the Y value of

observation i, x is the mean of X, y is the mean of Y, sx is the standard deviation of X, and

sy is the standard deviation of Y

Coefficient of determination, R square = { ( 1 / N ) * Σ [ (xi - x) * (yi - y) ] / (σx * σy )

}2

2.2.1.1 Applications of linear regression:

Linear regression is widely used in biological, behavioral and social sciences to describe

possible relationships between variables. It ranks as one of the most important tools used

in these disciplines.

Trend line

A trend line represents a trend, the long-term movement in time series data after other

components have been accounted for. It tells whether a particular data set (say GDP, oil

prices or stock prices) have increased or decreased over the period of time. A trend line

could simply be drawn by eye through a set of data points, but more properly their

position and slope is calculated using statistical techniques like linear regression. Trend

lines typically are straight lines, although some variations use higher degree polynomials

depending on the degree of curvature desired in the line.

Trend lines are sometimes used in business analytics to show changes in data over time.

This has the advantage of being simple. Trend lines are often used to argue that a

15
particular action or event (such as training, or an advertising campaign) caused observed

changes at a point in time. This is a simple technique, and does not require a control

group, experimental design, or a sophisticated analysis technique. However, it suffers

from a lack of scientific validity in cases where other potential changes can affect the

data.

Epidemiology

As one example, early evidence relating tobacco smoking to mortality and morbidity

came from studies employing regression. Researchers usually include several variables in

their regression analysis in an effort to remove factors that might produce spurious

correlations. For the cigarette smoking example, researchers might include socio-

economic status in addition to smoking to ensure that any observed effect of smoking on

mortality is not due to some effect of education or income. However, it is never possible

to include all possible confounding variables in a study employing regression. For the

smoking example, a hypothetical gene might increase mortality and also cause people to

smoke more. For this reason, randomized controlled trials are often able to generate more

compelling evidence of causal relationships than correlational analysis using linear

regression. When controlled experiments are not feasible, variants of regression analysis

such as instrumental variables and other methods may be used to attempt to estimate

causal relationships from observational data.

16
Finance

The capital asset pricing model uses linear regression as well as the concept of Beta for

analyzing and quantifying the systematic risk of an investment. This comes directly from

the Beta coefficient of the linear regression model that relates the return on the

investment to the return on all risky assets.

2.2.2 Multiple Regression

This analysis is adopted when the researcher has one dependent variable which is

presumed to be a function of two or more independent variables. The objective of this

analysis is to make a prediction about the dependent variable on its covariance with all

the concerned independent variables.

It can be calculated as follows:

Y = a + b1*X1 + b2*X2 + ... + bp*Xp

Where

X1,X2 , Xp are independent variables dependent of Y and the constants a ,b1, b2,bp can be

solved using the following:

∑Yi = na + b1∑X1i + b2 ∑X2i

∑X1iY1i= a∑X1i + b∑X1i2 + b2∑X1iX2i

∑X2i Yi = a∑X2i + b1∑X1iX2i + b2∑X2i2

17
2.2.3 Correlation

In statistics, correlation indicates the strength and direction of a relationship between two

random variables Correlation coefficients measure the strength of association between

two variables. The most common correlation coefficient, called the Pearson product-

moment correlation coefficient, measures the strength of the linear association between

variables.

Product-moment correlation coefficient. The correlation r between two variables is:

r = Σ (xy) / sqrt [ ( Σ x2 ) * ( Σ y2 ) ]

where Σ is the summation symbol, x = xi - x, xi is the x value for observation i, x is the

mean x value, y = yi - y, yi is the y value for observation i, and y is the mean y value.

2.2.4 Chi-Square Test:

A chi-square test (also chi-squared or χ2 test) is any statistical hypothesis test in which

the sampling distribution of the test statistic is a chi-square distribution when the null

hypothesis is true, or any in which this is asymptotically true, meaning that the sampling

distribution (if the null hypothesis is true) can be made to approximate a chi-square

distribution as closely as desired by making the sample size large enough.

Some examples of chi-squared tests where the chi-square distribution is only

approximately valid:

• Pearson's chi-square test, also known as the chi-square goodness-of-fit test or chi-

square test for independence. When mentioned without any modifiers or without

18
 other precluding context, this test is usually understood

• Yates' chi-square test, also known as Yates' correction for continuity.

• Mantel-Haenszel chi-square test.

• Linear-by-linear association chi-square test.

• The portmanteau test in time-series analysis, testing for the presence of

autocorrelation

• Likelihood-ratio tests in general statistical modeling, for testing whether there is

evidence of the need to move from a simple model to a more complicated one.

19
CHAPTER -3
DATA ANALYSIS

20
3.1 Introduction:

Analysis of the data collected through survey is done in order to determine the variation

in demand with factors under consideration. The analysis has been done using regression

analysis.

3.2 Research Question:

The emerged research question is :

What are the main factors that influence the demand of online ticketing?

To obtain answer of the above question we do linear bivariate regression analysis by

taking into consideration some of the factors listed above. The variation of the responses

for these factors help in determining the variation in demand i.e. relationship of the

variables is checked through, taking one independent and one dependent variable. In our

case dependent variable is demand and independent variables are those factors.

3.3 Research Approach:

The types of research purpose can be classified in three categories: exploratory research,

descriptive research and explanatory (or casual) research.

3.3.1 Exploratory Research:

Exploratory research is characterized by its flexibility. When a problem is broad and not

specifically defined, the researches use exploratory research as a preliminary step. By an

exploratory research we mean a study of a new phenomenon exploratory studies are a

21
valuable means of finding" what is happening; to seek new insights; to ask questions and

to asses phenomenon in a new light (Yin 1994).Exploratory research has the goal of

formulating problems more precisely, clarifying concepts, gathering explanations,

gaining insight, eliminating impractical ideas, and forming hypothesis. It can be

performed using a literature research, surveying certain people about their experiences,

focus groups and case studies. For instance, when surveying people, exploratory research

studies would not try to acquire a representative sample, but rather, seek to interview

those who are acknowledgeable and who might be able to provide insight concerning the

relationship among variables. Case studies can include contrasting situations or

benchmarking against an organization known for its excellence. Exploratory research

may develop hypothesis, but it does not seek to test them.

3.3.2 Descriptive Research

When a particular phenomenon of a nature is under study, it is understandable that,

research is needed to describe it, to explain its properties and inner relationships(

Huczynski and Buchana 1991).the object of descriptive research is " to portray an

accurate profile of persons, events or situations (Robson , 1993). In academic research,

descriptive research is more rigid than exploratory research. When conducting a

management or business research, it seeks to describe users of a product or service,

determine the proportion of the population that uses a product or service, or predict future

demand for product or service.

22
As opposed to exploratory research, descriptive research should define questions, people

surveyed and the method of analysis prior to beginning of data collection. In other words,

the who, what, where, when, why and how aspects of the research should be defined.

Such preparation allows one the opportunity to make any required changes before the

process of data collection has begun. However, descriptive research should be thought of

as a means to an end rather than an end to itself. Our research purpose and research

questions reveal that this study is primarily descriptive. Large -scale survey studies will

be conducted to identify the main factors that affect the Iranian passengers to buy the

train tickets through the internet. The related data will be collected and analyzed to verify

the hypotheses of the research.

3.3.3 Explanatory Research:

The study can be explanatory when the focus is on cause-effect relationships, explaining

what causes produces what effects (Yin 1994).explanatory (or causal) research seeks to

find cause and affect relationships between variables. It accomplishes this goal through

laboratory and field experiments.

3.4 Research Methodology:

Research Design: Causal Design is used as a research design in our project

Sample Design : Random Sampling

23
3.5 Data Collection:

While working on the project the data collection process was taken up in order to

determine the customers’ preference for online ticketing considering above said factors.

Data collection source was Primary research.

3.5.1 Primary data:

Primary data included recording responses from various people of different age and

backgrounds. Questions were asked regarding their usage , intention , attitude and other

factors from people using a questionnaire. Majority of questions were based on likert

scale. As our scope is railways and movies , questions were asked for both industries.

Respondents had to rate their choice based on the scale of 1-5.

3.5.2 Sample Size:

The sample size taken is 62.

3.6 Questionnaire Development:

Primary research is done by a questionnaire which was developed to record response of

different people for determining the preference for online ticketing. Questionnaire was

developed keeping in mind different factors for which analysis is to be done. These are

some of the factors out of many factors which can be taken into consideration. Likert five

point scales ranging from “strongly agree” to “strongly disagree” were used as a basis of

Questions

24
3.6.1 Likert Five point scale:

A Likert scale is a psychometric scale commonly used in questionnaires, and is the most

widely used scale in survey research. When responding to a Likert questionnaire item,

respondents specify their level of agreement to a statement. The scale is named after its

inventor, psychologist Rensis Likert.

The format of a typical five-level Likert item is:

1. Strongly disagree

2. Disagree

3. Neither agree nor disagree

4. Agree

5. Strongly agree

Likert scaling is a bipolar scaling method, measuring either positive or negative response

to a statement. Sometimes a four-point scale is used; this is a forced choice method since

the middle option of "Neither agree nor disagree" is not available.

Likert scales may be subject to distortion from several causes. Respondents may avoid

using extreme response categories (central tendency bias); agree with statements as

presented (acquiescence bias); or try to portray themselves or their organization in a more

favorable light (social desirability bias). Designing a scale with balanced keying (an

equal number of positive and negative statements) can obviate the problem of

acquiescence bias, since acquiescence on positively keyed items will balance

acquiescence on negatively keyed items, but central tendency and social desirability are

somewhat more problematic.

25
3.6.2 Data Coding:

 Questions regarding factors under study were on 5-point likert scale.

◦ Strongly agree-5

◦ Agree-4

◦ Neutral-3

◦ Disagree-2

◦ Strongly disagree-1

 Scores were given to factors according to the response for different questions.

 Demand was computed taking the sum of scores of all factors and the sum was

coded as follows-

Since 7 factors are considered we have –

7*5=35

7*4=28

7 *3=21

7*2=14

7*1=7

26
 Thus , score in the range of 7-21 shows – unfavorable response and is given code as 3

Score of 21 shows – neutral response and is given code as 2

Score in the range of 21-35 shows – favorable response and is given code as 1

Thus, coding is given as follows:

21-35: 1

21: 2

7-21: 3

3.7 Statistical Analysis:

Regression analysis was used in order to determine the variation in demand for online

ticketing with different factors listed above. Since scope of our project is to determine the

variation in demand for railways and movies, separate analysis has been done for both..

Also chi-square test is applied for finding the dependency of demand on these factors.

SPSS was used to perform the above said tests.

3.8 SPSS:

SPSS released in its first version in 1968 after being developed by Norman H. Nie and

C. Hadlai Hull. SPSS is among the most widely used programs for statistical analysis in

social science. It is used by market researchers, health researchers, survey companies,

government, education researchers, marketing organizations and others. The original

SPSS manual (Nie, Bent & Hull, 1970) has been described as 'Sociology's most

influential book'.[4] In addition to statistical analysis, data management (case selection,

27
file reshaping, creating derived data) and data documentation (a metadata dictionary is

stored in the data file) are features of the base software.

Statistics included in the base software:

• Descriptive statistics: Cross tabulation, Frequencies, Descriptives, Explore,

Descriptive Ratio Statistics

• Bivariate statistics: Means, t-test, ANOVA, Correlation (bivariate, partial,

distances), Nonparametric tests

• Prediction for numerical outcomes: Linear regression

• Prediction for identifying groups: Factor analysis, cluster analysis (two-step, K-

means, hierarchical), Discriminant Analysis.

3.9 REGRESSION:

Regression output from SPSS:

R - R is the square root of R-Squared and is the correlation between the observed and predicted

values of dependent variable.

R-Square – Also know as co-efficient of determination. This is the proportion of variance

in the dependent variable which can be explained by the independent variables.

28
3.9.1 Interpretation of a Correlation Coefficient(R):

The sign and the absolute value of a correlation coefficient describe the direction and the
magnitude of the relationship between two variables.

 The value of a correlation coefficient ranges between -1 and 1.

 The greater the absolute value of a correlation coefficient, the stronger the linear

relationship.

 The strongest linear relationship is indicated by a correlation coefficient of -1 or 1.

 The weakest linear relationship is indicated by a correlation coefficient equal to 0.

 A positive correlation means that if one variable gets bigger, the other variable

tends to get bigger.

 A negative correlation means that if one variable gets bigger, the other variable

tends to get smaller.

3.9.2 Interpretation of a Coefficient of determination(R Square):

The coefficient of determination is a key output of regression analysis. It is interpreted as

the proportion of the variance in the dependent variable that is predictable from the

independent variable.

 The coefficient of determination is the square of the correlation (r) between

predicted y scores and actual y scores; thus, it ranges from 0 to 1.

 With linear regression, the coefficient of determination is also equal to the

square of the correlation between x and y scores.

29
  An r2 of 0 means that the dependent variable cannot be predicted from the

independent variable.

 An r2 of 1 means the dependent variable can be predicted without error from the

independent variable.

 An r2 between 0 and 1 indicates the extent to which the dependent variable is

predictable. An r2 of 0.10 means that 10 percent of the variance in Y is

predictable from X; an r2 of 0.20 means that 20 percent is predictable; and so

on.

3.9.3 Data Analysis for Movies:

3.9.3.1 Multiple Regression :

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate
a
1 .055 .003 -.014 .218
b
2 .071 .005 -.029 .219
c
3 .291 .085 .037 .212
d
4 .433 .187 .130 .202
e
5 .474 .224 .155 .199
f
6 .529 .280 .202 .193
g
7 .537 .288 .196 .194

a. Predictors: (Constant), Intention

b. Predictors: (Constant), Intention, PEOU

c. Predictors: (Constant), Intention, PEOU, Adoption

d. Predictors: (Constant), Intention, PEOU, Adoption, Attitude

e. Predictors: (Constant), Intention, PEOU, Adoption, Attitude,

Emergency

f. Predictors: (Constant), Intention, PEOU, Adoption, Attitude,

Emergency, WSEA
30 Attitude,
g. Predictors: (Constant), Intention, PEOU, Adoption,
Emergency, WSEA, Recommendation
Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) .962 .205 4.694 .000

Intention .019 .045 .055 .428 .670

2 (Constant) 1.004 .240 4.182 .000

Intention .020 .045 .058 .443 .659

PEOU -.011 .032 -.045 -.348 .729

3 (Constant) 1.116 .238 4.697 .000

Intention .033 .044 .095 .751 .456

PEOU -.002 .031 -.008 -.067 .947

Adoption -.067 .030 -.287 -2.248 .028

4 (Constant) 1.309 .237 5.523 .000

Intention .050 .043 .144 1.179 .243

PEOU .001 .030 .005 .040 .968

Adoption -.031 .031 -.134 -.999 .322

Attitude -.097 .036 -.362 -2.681 .010

5 (Constant) 1.394 .239 5.823 .000

Intention .063 .043 .180 1.474 .146

PEOU .007 .030 .027 .225 .823

31
 Adoption -.034 .031 -.145 -1.091 .280

Attitude -.108 .036 -.403 -2.973 .004

Emergency -.036 .022 -.200 -1.633 .108

6 (Constant) 1.500 .238 6.295 .000

Intention .065 .041 .187 1.575 .121

PEOU .006 .029 .026 .224 .823

Adoption -.024 .030 -.104 -.796 .430

Attitude -.093 .036 -.349 -2.597 .012

Emergency -.037 .022 -.205 -1.724 .090

WSEA -.059 .029 -.251 -2.066 .044

7 (Constant) 1.581 .261 6.064 .000

Intention .064 .042 .185 1.549 .127

PEOU .002 .030 .008 .070 .945

Adoption -.031 .032 -.134 -.982 .330

Attitude -.081 .039 -.304 -2.076 .043

Emergency -.039 .022 -.213 -1.779 .081

WSEA -.054 .030 -.229 -1.828 .073

Recommendation -.025 .033 -.104 -.780 .439

a. Dependent Variable: Demand

32
3.9.3.2 Pie Charts:
Perceived Ease Of Use

5-Strongly Agree(27)
4- Agree(20)
3-Neutral (13)

2- Disagree(2)

33
Complete Adoption

5- Strongly Agree(8)

4- Agree (7)
3-Neutral (32)
2- Disagree(15)

34
 3.9.3.3 Chi Square Tests:

a) Attitude and Demand:

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square 16.755 3 .001

Likelihood Ratio 11.887 3 .008

Linear-by-Linear Association 9.455 1 .002

N of Valid Cases 62

a. 5 cells (62.5%) have expected count less than 5. The minimum

expected count is .19.

In the table above calculated value more than the table value so we can reject the null

hypothesis and accept the alternate hypothesis. i.e. demand is related to attitude and there

is high significance among the two.

b) WSEA and Demand:

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square 14.616 4 .006

Likelihood Ratio 11.133 4 .025

Linear-by-Linear Association 7.436 1 .006

N of Valid Cases 62

a. 7 cells (70.0%) have expected count less than 5. The minimum

expected count is .05.

35
 In the table above calculated value more than the table value so we can reject the null

hypothesis and accept the alternate hypothesis. i.e.WSEA is related to demand and there

is high significance among the two.

c) Intention and Demand:

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square .248 2 .884

Likelihood Ratio .439 2 .803

Linear-by-Linear Association .186 1 .667

N of Valid Cases 62

a. 4 cells (66.7%) have expected count less than 5. The minimum

expected count is .19.

Here the calculated value is less than the tabulated value. We accept the null hypothesis.

i.e. demand is not influenced by intention and both factors are independent.

3.9.4 Data Analysis for Railways :

3.9.4.1 Multiple Regression:

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate
a
1 .107 .012 -.005 .127
b
2 .139 .019 -.014 .128
c
3 .218 .048 -.002 .127
d
4 .239 .057 -.009 .128
e
5 .288 .083 .001 .127
f
6 .310 .096 -.003 .127
Coefficientsa g
7 .314 .099 -.018 .128

a. Predictors: (Constant), Intention

b. Predictors: (Constant), Intention, PEOU

36

c. Predictors: (Constant), Intention, PEOU, Adoption

d. Predictors: (Constant), Intention, PEOU, Adoption, Attitude

 Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.115 .120 9.315 .000

Intention -.022 .026 -.107 -.837 .406

2 (Constant) 1.174 .148 7.948 .000

Intention -.018 .027 -.089 -.673 .504

PEOU -.017 .024 -.090 -.684 .497

3 (Constant) 1.283 .169 7.602 .000

Intention -.021 .027 -.104 -.790 .433

PEOU -.015 .024 -.082 -.624 .535

Adoption -.025 .019 -.169 -1.313 .194

4 (Constant) 1.303 .171 7.599 .000

Intention -.017 .028 -.084 -.623 .536

PEOU -.013 .024 -.070 -.525 .602

Adoption -.021 .020 -.139 -1.027 .309

Attitude -.016 .022 -.104 -.749 .457

5 (Constant) 1.354 .175 7.722 .000

Intention -.013 .028 -.063 -.465 .644

PEOU -.007 .025 -.037 -.274 .785

Adoption -.026 .020 -.173 -1.260 .213

37
 Attitude -.021 .022 -.135 -.963 .340

Emergency -.018 .015 -.173 -1.258 .214

6 (Constant) 1.361 .176 7.743 .000

Intention -.012 .028 -.056 -.415 .679

PEOU -.005 .025 -.026 -.190 .850

Adoption -.021 .021 -.140 -.986 .329

Attitude -.017 .023 -.110 -.766 .447

Emergency -.018 .015 -.172 -1.251 .216

WSEA -.017 .019 -.125 -.897 .374

7 (Constant) 1.378 .182 7.564 .000

Intention -.012 .028 -.058 -.421 .675

PEOU -.005 .025 -.027 -.199 .843

Adoption -.020 .021 -.133 -.917 .363

Attitude -.015 .023 -.095 -.633 .529

Emergency -.019 .015 -.175 -1.261 .213

WSEA -.016 .020 -.118 -.829 .411

Recommendation -.008 .020 -.055 -.385 .701

a. Dependent Variable: Demand

38
3.9.4.2 Pie Charts:

Perceived Ease Of Use:

5- Strongly Agree (42)

4- Agree (15)
3-Neutral (4)

2- Disagree (1)

39
Complete Adoption:

5-StronglyAgree (22)
4- Agree (26)
3-Neutral (11)
2- Disagree (3)

40
 3.9.4.2 Chi-Square Tests:

a) Demand And Attitude:

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square 9.486 3 .023

Likelihood Ratio 4.831 3 .185

Linear-by-Linear Association 1.768 1 .184

N of Valid Cases 62

a. 5 cells (62.5%) have expected count less than 5. The minimum

expected count is .06.

In the table above calculated value is less than the table value so we can accept the null

hypothesis that attitude and demand are independent in case of railways.

b) Demand And Intention:

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square 1.848 2 .397

Likelihood Ratio 2.102 2 .350

Linear-by-Linear Association .703 1 .402

N of Valid Cases 62

a. 4 cells (66.7%) have expected count less than 5. The minimum

expected count is .06.

41
 In the table above calculated value is less than the table value so we can accept the null

hypothesis that intention and demand are independent in case of railways.

c) Demand And Recommendation:

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square 5.285 4 .259

Likelihood Ratio 3.736 4 .443

Linear-by-Linear Association 1.012 1 .314

N of Valid Cases 62

a. 7 cells (70.0%) have expected count less than 5. The minimum

expected count is .02.

In the table above calculated value is less than the table value so we can accept the null

hypothesis that recommendation and demand are independent in case of railways.

42
3.9.5 Combined pie charts for factors for both railways and movies:

Intention:

5- Strongly Agree (36)

4- Agree (22)
3-Neutral (4)

43
Attitude:

5-Strongly Agree(18)
4- Agree (34)

3-Neutral (6)
2- Disagree (4)

44
Emergency:

5- Strongly Agree (10)

4- Agree (14)

3-Neutral (14)
2- Disagree (21)
1-StronglyDisagree (3)

45
Willingness to spend extra amount:

5- Strongly Agree (4)

4- Agree (30)
3-Neutral (16)
2- Disagree (11)

1-Strongly Disagree(1)

46
Recommendation:

5-Strongly Agree(14)
4- Agree (33)

3-Neutral (10)
2- Disagree (4)
1-Strongly Disagree(1)

47
CHAPTER - 4
CONCLUSION

48
4.1Summary of Findings:

4.1.1. Movies:
From the data collected through the questionnaire and analysis of that data following

conclusions are drawn:

 Out of 62 respondents 61 were favorable (i.e. score 1) and only 1 was neutral

(i.e. score 2)

 Out of 62 respondents 36 strongly agree that they intend to purchase online

ticket.

 Out of 62 respondents 27 strongly agree that online ticket for movies have

made booking easier.

 R value for movies (.537) shows that there is a high degree of correlation

between the factors and demand.

 R square for movies (.288) shows 28.8% of variance in demand by these

factors.

 Chi-square test for movies for factor attitude gives the value as 16.755, which

shows that demand is related to attitude and there is high significance among the

two.

 Chi-square test for movies for factor WSEA gives the value as 14.616, which

shows that demand is related to WSEA and there is high significance among the

two.

49
4.1.2. Railways:

 Out of 62 respondents 42 strongly agree that online ticket for railways have

made booking easier.

 R value for railways (.314) shows that there is a medium correlation between

the factors and demand.

 R square for railways (.099) shows 9.9% of variance in demand by these

factors.

 Chi-square test for railways for factor attitude gives the value as 9.486, which

shows that demand and attitude are independent in case of railways

 Chi-square test for railways for factor intention gives the value as 1.846, which

shows that demand and intention are independent in case of railways

 Chi-square test for railways for factor recommendation gives the value as 5.285,

which shows that demand and recommendation are independent in case of

railways

50
4.2 Recommendations and Suggestions:

Online ticketing in India has a good potential. It is one of the fastest growing segment of

e-commerce. Following are few suggestions:

1. According to our research it is found that people are willing to spend some extra

amount of money for booking tickets online, thus online ticketing should be

more cheaper because anything cheaper is bound to sell.

2. The security of the transactions done online should be improved so as to

encourage trust among customers.

3. More and more people have to be made aware of the usage of the online

ticketing and its ease of use.

4. Training programs for online ticketing, may be at a small scale should be started

from government to encourage online ticketing for railways.

5. Online booking for movies is still not very common in India. Thus we need to

create awareness about it and encourage more and more people to use it.

6. Online booking for movies is still a costly affair as extra amount of charges are

high.

7. For encouraging online booking for movies , young generation needs to targeted

, so reduction in charges is necessary.

51
4.3 Directions For Future Research:

This study, like all others, is not without its limitations:

1. However the factors taken under consideration are well able to define

customers’ preference for online ticketing, more factors like security and

internet availability and also resources required for online ticketing should

also be considered.

2. The effect of above said factors on demand should also be seen.

3. The survey was done on random samples, no specific age group or occupation

was chosen. Another study can be conducted which specifically target people

who use online ticketing.

4. This study concentrated on analyzing one service category (only tickets).This

could mean that result may suffer from lack of generalizability when other

product or service categories are considered. The result should be interpreted

carefully when applied to predict online shopping behavior in other product or

service categories.

52
BIBLIOGRAPHY

53
References:

Kothari C.R.(2009) Research Methodology Methods and Techniques. Wishwa

Prakashan pp-84-85,138-143.

http://www.ecommercejournal.com/news/online_booking_thriving_in_india?drg1

http://www.business-standard.com/india/storypage.php?autono=367841

http://epaper.hindustantimes.com/ArticleImage.aspx?article=30_09_2009_703_01

mode=undefined

http://www.ambab.com/final_ecommerce_report07.pdf

http://stattrek.com/AP-Statistics-1/Correlation.aspx?Tutorial=AP#

http://stattrek.com/AP-Statistics-1/Regression.aspx?Tutorial=AP

http://www.ats.ucla.edu/stat/spss/

http://wwwstage.valpo.edu/other/dabook/home.htm

http://www.webanalyticsindia.net/blog/category/internet-in-india/

54
http://hsc.uwe.ac.uk/dataanalysis/quantInfAssChi.asp

http://en.wikipedia.org/wiki/Correlation

http://www.ats.ucla.edu/stat/spss/output/reg_spss(long).htm

http://en.wikipedia.org/wiki/Coefficient_of_determination

http://en.wikipedia.org/wiki/Chi-square_test

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