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

Nerea Alejandra Ramírez-Castillo, Jéssica Müller-Pérez, Ángel Acevedo-Duque, Sheyla Müller-Pérez, Romel Ramón González-Díaz, Jorge Suarez Campos and Luiz Vicente Ovalles-Toledo
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Nerea Alejandra Ramírez-Castillo: Faculty of Commerce and Administration, Universidad Autónoma de Tamaulipas, Matamoros SN, Zona Centro Ciudad Victoria, Tamaulipas CP 87000, Mexico
Jéssica Müller-Pérez: Faculty of Commerce and Administration, Universidad Autónoma de Tamaulipas, Matamoros SN, Zona Centro Ciudad Victoria, Tamaulipas CP 87000, Mexico
Ángel Acevedo-Duque: Faculty of Business and Administration, Universidad Autónoma de Chile, Santiago 7500912, Chile
Sheyla Müller-Pérez: Public Policy Observatory, Universidad Autónoma de Chile, Santiago 7500912, Chile
Romel Ramón González-Díaz: Centro Internacional de Investigación y Desarrollo—CIID, Monteria 230001, Colombia
Jorge Suarez Campos: Facultad de Humanidades, Universidad Mayor de Chile, Santiago 7500994, Chile
Luiz Vicente Ovalles-Toledo: Faculty of Accounting and Administration, Autonomous University of Sinaloa, Culiacán SI 80020, Mexico

Sustainability, 2021, vol. 13, issue 16, 1-20

Abstract: 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 applied through social networks, obtaining a sample of 334 Mexican people over 18 years old. The data were analyzed using a partial least squares structural equation model (PLS-SEM). The results confirmed that the variables that explained the intention to watch Mexican movies were attitude, perceived purchase control, and involvement, with the latter being the attitude variable the one that contributed the most to intention. The present research contributes to the literature on movie consumption in Mexico with an empirical perspective from the marketing field.

Keywords: theory of planned behavior (TPB); eWOM; engagement; purchase intention; consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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