Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior
Abstract
:1. Introduction
2. Background
2.1. Sustainable Purchase Intention and Cinema
- (a)
- the positive or negative attitude towards a given action (attitudes).
- (b)
- the perceived approval or disapproval of the behavior in question by the people who make up the individual’s environment (subjective norm).
- (c)
- the perception about the ability to influence the final outcome based on the tangible and intangible resources required to carry out the action (perception of control).
2.2. Attitude
2.3. Subjective Norms
2.4. Perceived Behavioral Control
2.5. eWOM (Electronic Word of Mouth)
2.6. Involvement
3. Materials and Methods
Sample and Measurement Instrument
Items | Measurement Items | Adopted From |
---|---|---|
Attitude | ||
AC1 | I think that watching a Mexican movie at the cinema is a good idea. | [36,53] |
AC2 | I think that watching a Mexican movie at the cinema is funny. | |
AC3 | I like the idea of watching a Mexican movie at the cinema. | [83] |
AC4 | Watching a Mexican movie at the cinema is a pleasant experience | |
Subjective norms | ||
NS1 | When I go to the cinema, I usually watch a Mexican movie if my friends watched it. | [11] |
NS2 | When I go to the cinema, I usually watch a Mexican movie if my family watched it. | |
NS3 | When I go to the cinema, I usually watch a Mexican movie after seeing the reviews on social media. | |
NS4 | When I go to the cinema, I usually watch a Mexican movie because some influencer, actor, or actress recommended it. | |
Perceived Behavior Control | ||
CCP1 | I can easily identify which movie is Mexican when I go to the cinema. | [11,83] |
CCP2 | Watching a Mexican movie is entirely up to me. | |
CCP3 | If the Mexican movie that I want to watch is not in a cinema, I would go to another cinema to see it. | [11] |
CCP4 | It is likely that I would pay to see a Mexican movie in the cinema. | |
Purchase intention | ||
INT1 | If I have a choice between watching a Mexican movie in the cinema or online, I will choose in the cinema. | [84] |
INT2 | If I can choose between a Mexican and a foreign film, I will choose the Mexican film. | |
INT3 | If I went to the cinema today, I would choose to watch a Mexican movie. | [85] |
INT4 | I plan to watch Mexican movies in the cinema in the future. | [46] |
eWOM | ||
EWOM1 | To make sure before watching a Mexican movie in the cinema, I often read the reviews of other people who have previously seen it. | [82,86,87] |
EWOM2 | To choose a Mexican movie when I go to the cinema, I usually read the opinions of other people on social networks. | |
EWOM3 | If I do not read other people’s reviews about a Mexican movie before watching it at the cinema, I am worried about my decision. | [86] |
EWOM4 | When I go to the cinema to watch a Mexican movie, I often read other people’s reviews to find out the good impressions. | |
Involvement | ||
INVOL1 | Mexican movies are interesting. | [11] |
INVOL2 | When I watch a Mexican movie, I feel myself as being part of the story. | |
INVOL3 | I feel comfortable watching Mexican movies and as if the characters are my friends. | |
INVOL4 | I read what is published on the internet or media about Mexican movies. | |
INVOL5 | When I watch a Mexican movie, I encourage my friends to see it. | |
INVOL6 | When I watch a Mexican movie, I talk about the story or the characters with friends or family. |
4. Results
4.1. Model Assessment
4.2. Internal Consistency and Reliability
4.3. Convergent Validity
4.4. Path Analysis
5. Discussion
6. Conclusions
6.1. Theorical Contribution
6.2. Managerial Implications
6.3. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variables | Domain | Frequency | Percentages |
---|---|---|---|
Sex | Women | 222 | 66.5 |
Men | 112 | 33.5 | |
Civil Status | Single | 233 | 69.8 |
Married | 61 | 18.3 | |
Divorced | 2 | 0.6 | |
Unmarried | 36 | 10.8 | |
Widowed | 2 | 0.6 | |
Educational Level | Bachelor’s degree | 212 | 63.5 |
Graduate degree | 53 | 15.9 | |
High School | 64 | 19.2 | |
High School | 4 | 1.2 | |
Occupation | Homemaker | 13 | 3.9 |
Student | 74 | 22.2 | |
Private Employee | 78 | 23.4 | |
Public employee | 59 | 17.7 | |
Laborer | 4 | 1.2 | |
Merchant | 13 | 3.9 | |
Retired | 3 | 0.9 | |
Unemployed | 10 | 3.0 | |
Various trades | 12 | 3.6 | |
Income | From 0 to 3080 monthly | 94 | 28.1 |
From 3080 to 15,429 | 175 | 52.4 | |
More than 15,429 | 65 | 19.5 | |
State of residence | Tamaulipas | ||
Nuevo León | |||
Coahuila | |||
Distrito Federal |
Saturated Model | Value | 95% | 99% |
---|---|---|---|
SRMR | 0.06 | 0.040 | 0.042 |
d_ULS | 1.766 | 0.377 | 0.417 |
d_G | 0.796 | 0.309 | 0.326 |
Convergent Validity | Internal Consistency | Discriminant Validity | ||||
---|---|---|---|---|---|---|
Construct | Item | Loads >0.70 | AVE >0.50 | FC 0.60–0.90 | Alpha 0.60–0.090 | HTMT |
Attitude | ACT1 | 0.937 | ||||
ACT2 | 0.929 | 0.868 | 0.963 | 0.949 | Yes | |
ACT3 | 0.934 | |||||
ACT4 | 0.926 | |||||
Subjective norms | NS1 | 0.809 | ||||
NS2 | 0.839 | 0.637 | 0.875 | 0.811 | Yes | |
NS3 | 0.827 | |||||
NS4 | 0.711 | |||||
Perceived behavioral control | CCP1 | 0.313 | ||||
CCP2 | 0.862 | 0.571 | 0.828 | 0.724 | Yes | |
CCP3 | 0.784 | |||||
CCP4 | 0.910 | |||||
Involvement | INVOL1 | 0.846 | ||||
INVOL2 | 0.804 | 0.632 | 0.911 | 0.882 | Yes | |
INVOL3 | 0.752 | |||||
INVOL4 | 0.692 | |||||
INVOL5 | 0.856 | |||||
INVOL6 | 0.807 | |||||
EWOM | EWOM1 | 0.909 | ||||
EWOM2 | 0.903 | 0.723 | 0.911 | 0.876 | Yes | |
EWOM3 | 0.676 | |||||
EWOM4 | 0.890 | |||||
Purchase intention | INTEN1 | 0.760 | ||||
INTEN2 | 0.823 | 0.708 | 0.926 | 0.896 | Yes | |
INTEN3 | 0.877 | |||||
INTEN4 | 0.869 | |||||
INTEN5 | 0.873 |
Construct | Item | Loads >0.70 | AVE >0.50 | FC 0.60–0.90 | Alpha 0.60–0.090 | HTMT |
---|---|---|---|---|---|---|
Attitude | ACT1 | 0.937 | ||||
ACT2 | 0.929 | 0.868 | 0.963 | 0.949 | Yes | |
ACT3 | 0.934 | |||||
ACT4 | 0.926 | |||||
Subjective norms | NS1 | 0.800 | ||||
NS2 | 0.831 | 0.717 | 0.884 | 0.813 | Yes | |
NS3 | 0.836 | |||||
NS4 | 0.714 | |||||
Perceived behavioral control | CCP2 | 0.853 | ||||
CCP3 | 0.794 | 0.734 | 0.892 | 0.819 | Yes | |
CCP4 | 0.920 | |||||
Involvement | INVOL1 | 0.859 | ||||
INVOL2 | 0.804 | 0.676 | 0.912 | 0.880 | Yes | |
INVOL3 | 0.757 | |||||
INVOL5 | 0.862 | |||||
INVOL6 | 0.824 | |||||
EWOM | EWOM1 | 0.926 | ||||
EWOM2 | 0.906 | 0.821 | 0.932 | 0.893 | Yes | |
EWOM4 | 0.885 | |||||
Purchase intention | INTEN4 | 0.957 | 0.921 | 0.959 | 0.914 | Yes |
INTEN5 | 0.962 |
Act | CCP | INT | Involvement | Subjective Norms | eWOM | |
---|---|---|---|---|---|---|
Act | 0.932 | |||||
CCP | 0.789 | 0.857 | ||||
INT | 0.792 | 0.825 | 0.842 | |||
Involvement | 0.752 | 0.723 | 0.804 | 0.822 | ||
Subjective norms | 0.494 | 0.435 | 0.476 | 0.552 | 0.798 | |
eWOM | 0.155 | 0.077 | 0.171 | 0.322 | 0.400 | 0.905 |
ACT | CCP | INT | Involvement | NS | eWOM | |
---|---|---|---|---|---|---|
ACT1 | 0.937 | |||||
ACT2 | 0.929 | |||||
ACT3 | 0.934 | |||||
ACT4 | 0.926 | |||||
CCP2 | 0.668 | 0.860 | ||||
CCP3 | 0.532 | 0.794 | ||||
CCP4 | 0.803 | 0.913 | ||||
EWOM1 | 0.930 | |||||
EWOM2 | 0.907 | |||||
EWOM4 | 0.878 | |||||
INT1 | 0.760 | |||||
INT2 | 0.823 | |||||
INT3 | 0.878 | |||||
INT4 | 0.868 | |||||
INT5 | 0.873 | |||||
INVOL1 | 0.857 | |||||
INVOL2 | 0.812 | |||||
INVOL3 | 0.764 | |||||
INVOL5 | 0.858 | |||||
INVOL6 | 0.817 | |||||
NS1 | 0.809 | |||||
NS2 | 0.839 | |||||
NS3 | 0.827 | |||||
NS4 | 0.711 |
Act | CCP | INT | Involvement | NS | eWOM | |
---|---|---|---|---|---|---|
Act | ||||||
CCP | 0.882 | |||||
INT | 0.801 | 0.842 | ||||
Involvement | 0.816 | 0.837 | 0.802 | |||
NS | 0.542 | 0.508 | 0.449 | 0.643 | ||
eWOM | 0.160 | 0.101 | 0.195 | 0.354 | 0.474 |
Hypothesis | Relation | Path Coefficient | Value t | Value p | Construct Size Effect f2 | Accepted/ Rejected |
---|---|---|---|---|---|---|
H1 | ACT → INT | 0.315 *** | 4.381 | 0.000 | 0.086 | Accepted |
H2 | NS → INT | −0.061 ns | 1.481 | 0.069 | 0.007 | Rejected |
H3 | CCP → INT | 0.299 *** | 4.168 | 0.000 | 0.083 | Accepted |
H4 | INVOL → INT | 0.293 *** | 4.480 | 0.000 | 0.080 | Accepted |
H5 | eWOM → INT | 0.042 ns | 1.049 | 0.147 | 0.004 | Rejected |
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Ramírez-Castillo, N.A.; Müller-Pérez, J.; Acevedo-Duque, Á.; Müller-Pérez, S.; González-Díaz, R.R.; Suarez Campos, J.; Ovalles-Toledo, L.V. Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior. Sustainability 2021, 13, 8724. https://doi.org/10.3390/su13168724
Ramírez-Castillo NA, Müller-Pérez J, Acevedo-Duque Á, Müller-Pérez S, González-Díaz RR, Suarez Campos J, Ovalles-Toledo LV. Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior. Sustainability. 2021; 13(16):8724. https://doi.org/10.3390/su13168724
Chicago/Turabian StyleRamírez-Castillo, Nerea Alejandra, Jéssica Müller-Pérez, Ángel Acevedo-Duque, Sheyla Müller-Pérez, Romel Ramón González-Díaz, Jorge Suarez Campos, and Luiz Vicente Ovalles-Toledo. 2021. "Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior" Sustainability 13, no. 16: 8724. https://doi.org/10.3390/su13168724