Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior

Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior

The present research aims to determine which factors of the theory of planned behavior most influence the intention to watch Mexican movies, and, at the same time, to measure the impact of eWOM and the level of audience involvement in the intention. For this purpose, an online questionnaire was appl...

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Bibliographic Details
Main Authors: Nerea Alejandra Ramírez-Castillo, Jéssica Müller-Pérez, Ángel Acevedo-Duque, Sheyla Müller-Pérez, Romel Ramón González-Díaz, Jorge Suarez Campos, Luiz Vicente Ovalles-Toledo
Format: Article
Language:English
Published: MDPI AG 2021-08-01
Series:Sustainability
Subjects:
theory of planned behavior (TPB)
eWOM
engagement
purchase intention
consumer behavior
Online Access:https://www.mdpi.com/2071-1050/13/16/8724

Internet

https://www.mdpi.com/2071-1050/13/16/8724

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