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dc.contributor.authorRamírez-Castillo, Nerea Alejandra
dc.contributor.authorMüller-Pérez, Jéssica
dc.contributor.authorAcevedo-Duque, Ángel
dc.contributor.authorMüller-Pérez, Sheyla
dc.contributor.authorGonzález-Díaz, Romel Ramón
dc.contributor.authorSuarez Campos, Jorge
dc.contributor.authorOvalles-Toledo, Luiz Vicente
dc.date.accessioned2021-08-24T17:12:49Z
dc.date.available2021-08-24T17:12:49Z
dc.date.issued2021-08-02
dc.identifier10.3390/su13168724
dc.identifier.issn20711050
dc.identifier.urihttps://hdl.handle.net/20.500.12728/9484
dc.description.abstractThe 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.es_ES
dc.language.isoenes_ES
dc.publisherMDPI AGes_ES
dc.subjectConsumer behaviores_ES
dc.subjectEngagementes_ES
dc.subjectPurchase intentiones_ES
dc.subjectTheory of planned behavior (TPB)es_ES
dc.subjecteWOMes_ES
dc.titleSustainable moviegoer intention to attend cinemas based on the theory of planned behaviores_ES
dc.typeArticlees_ES


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