The Determinants of Individual Behavioral Intentions to Watch Movies in Cinemas

Paulina Homilla Sineri, Uturestantix Uturestantix, Ivana K. Wamafma

Abstract


The Covid-19 pandemic has altered individual behaviors and lifestyles. Nevertheless, theories elucidating and predicting planned individual behavior remain relevant to date. Hence, this study aims to examine the behavioral proposed in the theory of planned behavior. This study investigates influence of attitude, subjective norm, and behavior control on the intention to watch movies in cinemas. A sample of 90 respondents in Papua and multiple linear regression with SPSS Ver.21.0 were used to test the three hypotheses in this research. The results of hypothesis testing indicate that simultaneously, attitude, subjective norm, and behavior control significantly affect the intention to watch movies in cinemas. The findings indicate that a more positive individual attitude toward the behavior of watching movies in theaters is associated with a stronger individual intention to watch movies in theaters. Furthermore, an increase in perceived social pressure regarding the behavior of watching movies in theaters corresponds to a stronger individual intention to engage in this activity. Additionally, as individuals perceived the act of waching movies in theaters as increasingly effortless, their intention to partake in this behavior also intensifies.

Keywords


Attitude, Behavioral Control, Cinemas, Intention, Subjective Norms

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References


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