Consumer Intention and the Role of eWOM in the Movie Industry
Journal Title: International Journal of Multidisciplinary Research and Analysis - Year 2024, Vol 7, Issue 09
Abstract
This study attempts to examine the impact of electronic word-of-mouth (eWOM) on consumer intent to purchase movie tickets. Using various methods, including ANOVA and linear regression, this research seeks to elucidate the influence of eWOM on consumer decision-making in the context of deciding which movie ticket to buy. Findings indicate a significantly positive relationship between eWOM and purchase intention, in correlation with the role of consumer trust, consistent with prior research on the power of online reviews. Further, the study reveals age as a moderating variable, showing variations in the effect of eWOM across demographic segments. By illustrating the correlation between consumer intent and eWOM within the film industry, this research offers insights for industry professionals to adapt their strategies based on audience preferences
Authors and Affiliations
Dr. Richa Kalpesh Saxena,Anamitra Phukon,Anvesha Goyal
Keywords
Related Articles
- EP ID EP743921
- DOI 10.47191/ijmra/v7-i09-07
- Views 63
- Downloads 0
Consumer Legal Protection on Electronic Transactions through the Platform without the Collective Account Features by Trusted Third Parties
This study examines the existence of a marketplace to meet the needs of the e-commerce-based community and legal protection for consumers in the event of a default that harms them due to online transactions without a tru...
Improving the Reading Level of Grade 3 Learners Using Contextualized Skill Book in English
The researcher determined eleven grade 3 learners belonged to the struggling level where they got low scores in pre-test of the Functional Literacy Assessment Tool (FLAT) in the first quarter of SY 2022–2023. Nevertheles...
The Influence of School Culture, Flagship Programs, and School Management on Quality of Education at Citra Bangsa Mandiri Christian Junior High School in Kupang
This study aims to analyse the influence of school culture, flagship programmes, and school management on the quality of education at Citra Bangsa Mandiri Christian Junior High School in Kupang. The research employs a qu...
Student Potential in Developing Beach Recreational Sports Events to Improve Local Tourism
The purpose of this study was to determine the level of student capacity in organizing recreational sports events based on the results of the pre-test and post-test scores. This study used a survey method with a quantita...
Relationship Discipleship Activities and Implementation the Great Mandatory Based on Mattew 28:19-20 with Spiritual Growth in Congregation of the GBI Manna Bengkulu
The purpose of this research was to determine the relationship between discipleship activities, fulfilling the Great Mission of Matt. 28:19-20, and the spiritual growth of congregation in Manna Bengkulu Bethel Indonesia...