Consumer Intention and the Role of eWOM in the Movie Industry

Abstract

This study attempts to examine the impact of electronic word-of-mouth (eWOM) on consumer intent to purchase movie tickets. Using various methods, including ANOVA and linear regression, this research seeks to elucidate the influence of eWOM on consumer decision-making in the context of deciding which movie ticket to buy. Findings indicate a significantly positive relationship between eWOM and purchase intention, in correlation with the role of consumer trust, consistent with prior research on the power of online reviews. Further, the study reveals age as a moderating variable, showing variations in the effect of eWOM across demographic segments. By illustrating the correlation between consumer intent and eWOM within the film industry, this research offers insights for industry professionals to adapt their strategies based on audience preferences