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Abstract
This article seeks to identify the various factors affecting the demand for cinema and effectiveness degree of each factor. In this paper we seek to answer the main question that how much economic, cultural, social, individual and environmental factors affect demand of going to the cinema. In order to find the answer to the aforesaid question through survey, information about a sample of 800 who go to cinema in Tehran is collected. These people are selected through simple random sampling. The collected data have been analyzed via factor analysis and path analysis method. The results show: demand for going to cinema follows economic, cultural, social, individual and environmental factors and with consideration to amount of standard coefficient, it should be said that economical factors and environmental factors respectively have the highest and lowest impact on demand for going to cinema. Key words: demand for cinema, economic factors, social factors, cultural factors, environmental factors, Individual factors, factor analysis.
Highlights
Nowadays, on one hand, cinema is considered as a modern industry and on the other hand as the cultural need in our country and undoubtedly it is one of the most fundamental and effective media which plays an active role in continuing the expansion and survival of real art and culture of a society
The results related to LISREL outcome (Table 3 and Figure 7) show that the variables of income, ticket price, price of relevant goods, other expenses of cinema and TV programs broadcasting time with load factor 0.53, 0.72, 0.74, 0.69, 0.17 respectively have significant effect on economic factor and the achieved t marks for each one shows that these load factors are significant at alpha level 0.01
The findings showed that parents’ age, parents’ job, parents’ education, income class and status of home have significant load factor on economic factor and these load factors are significant with regard to statistics (p
Summary
On one hand, cinema is considered as a modern industry and on the other hand as the cultural need in our country and undoubtedly it is one of the most fundamental and effective media which plays an active role in continuing the expansion and survival of real art and culture of a society. Our conceptual model in this study is designed based on generalized theory of demand in which besides economical variables other factors involving social, cultural, environmental and individual factors have been considered In this model the demand for going to cinema in statistical society of our study depends on some important factors. These factors have been categorized into five basic factors i.e. economical, cultural, social, environmental and individual factors; these five factors and other relevant variables to each of them are Figure 6. Based on the rendered theoretical frameworks hypotheses of this study are as follows: Hypothesis 1: economical factors have significant effect on demand for cinema
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