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Published in:
2015 | OriginalPaper | Chapter
What Factors Influence Consumers to buy or Rent Dvds? the Role of Consumer Perceptions and Implications to Movie Studios
Author : Eddie Rhee
Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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In recent years, an increasing number of studies have investigated problems and issues surrounding the motion pictures and movie theaters. However, research on DVDs has been limited when DVD sales and rentals are more important for the movie studios than the box-office ticket sales for the revenue potential. The objective of the study is to identify the factors that are associated with the consumer decisions of purchasing and renting DVDs and to examine the relationship between the two decisions. A survey is administered to the college students about the behavior and perceptions about movies, DVD purchase, and DVD rental and the hypotheses that address the influencing factors are tested.