Abstract
This study uses a theory of reasoned action/expectancy value approach to explore cable subscribers' choices and attitudes about pay‐per‐view movies and motion pictures shown in theaters and available on pay channels or for VCR use. The authors find evidence that attitudes toward pay‐per‐view movies affect both pay‐per‐view and other movie presentation choices.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have