|
Factors Influencing College Students' Cinema Visits for Animated Movies: A Case Study of Sichuan Universities in China |
|---|---|
| รหัสดีโอไอ | |
| Creator | Zhang Jie |
| Title | Factors Influencing College Students' Cinema Visits for Animated Movies: A Case Study of Sichuan Universities in China |
| Publisher | Assumption University Press |
| Publication Year | 2568 |
| Journal Title | Journal of Interdisciplinary Research |
| Journal Vol. | 10 |
| Journal No. | 1 |
| Page no. | 113-122 |
| Keyword | Behavior Intention, Animated Film, Influencing Factors, Consumer Behavior, Culture and Economics |
| URL Website | https://assumptionjournal.au.edu/index.php/eJIR/article/view/9042 |
| Website title | JIR |
| ISSN | 2408-1906 |
| Abstract | Purpose: This study explores the factors influencing college students' behavioral intention to watch animated movies in cinemas. The conceptual framework includes five independent variables and one dependent variable. Research design; data and methodology: The study employs the Index of Objective Consistency (IOC) for validity analysis and administers a small-scale questionnaire for testing; using Cronbach's Alpha for reliability analysis. A multiple linear regression analysis was conducted on 166 valid responses from students in Sichuan Province; China; to examine the relationships between the variables. Subsequently; an Intervention Design Experiment (IDI) was conducted with 30 college students. A paired-sample t-test was performed to compare the quantitative results before and after the IDI. Results: The multiple linear regression analysis revealed that Attitude; Perceived Behavioral Control; and Eudaimonic Motivation significantly influenced college students' intention to watch animated movies in cinemas. Finally; the paired-sample t-test results indicated significant differences between Pre-IDI and Post-IDI. Conclusions: This study contributes by showing that enhancing Attitude; Perceived Behavioral Control; and Eudaimonic Motivation increases university students' intention to watch animated movies in Sichuan. These findings serve as a strategic reference for film industry professionals and cinema operators in designing marketing strategies and interventions targeting university students. |
