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This study aims to understand how utilitarian features of a mobile application moderate purchase motivations and intentions among users and non-users. Taking a case of cinema ticket purchase in the Iranian context, this study has collected empirical data through a questionnaire from 240 respondents. Multiple regression analysis was used to analyze data. Motivational variables were grouped into four groups: functional motivations, convenience-based functional motivations, product motivations,doi:10.20885/asjmc.vol5.iss1.art3 fatcat:gysl2mlurjaozidnhnmnz4ohjq