The Effect of Attitude Towards Watching MPL ID Tournaments in Cinema, Subjective Norms, Perceived Behavioral Control, E-WOM, and Involvement on Intention Watching MPL ID Tournaments in Cinema
Downloads
This research examined the effect of attitudes towards watching MPL ID tournaments in cinemas, subjective norms, perceived behavioral control, involvement, and E-WOM on intentions to watch MPL ID tournaments in cinemas. This research used a quantitative approach using multiple linear regression analysis testing techniques. The research data were obtained from questionnaires distributed online via Google Forms to respondents with predetermined criteria. These criteria include being at least 18 years old, being a gamer, and having never watched an MPL ID tournament in a cinema. The total number of respondents obtained was 136 respondents. This study uses a 5-point Likert scale. The study results show that attitudes toward watching MPL ID tournaments in cinemas, subjective norms, involvement, and E-WOM affect intentions to watch MPL ID tournaments in cinemas. However, perceived behavioral control does not positively affect the intention to watch the MPL ID tournament in cinemas.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2002). Perceived behavioral control, self"efficacy, locus of control, and the theory of planned behavior 1. Journal of Applied Social Psychology, 32(4), 665–683. https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
Ajzen, I. (2005). EBOOK: Attitudes, Personality and Behaviour. McGraw-hill education (UK). (CrossRef)
Arora, N., Prashar, S., Parsad, C., & Tata, S. V. (2019). Influence of celebrity factors, consumer attitude and involvement on shoppers' purchase intention using hierarchical regression. Decision, 46(3), 179–195. https://doi.org/10.1007/s40622-019-00208-7
Assael H. (1992). Consumer behavior and marketing action (4th ed.). Kent Publishing. (CrossRef)
Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003
Belk, R. W., & Clarke, T. K. (1978). The effects of product involvement and task definition on anticipated consumer effort/BEBR No. 508. Faculty Working Papers; No. 508. (CrossRef)
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586–607. https://doi.org/10.1016/j.jcps.2014.05.002
Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1/2), 191–216. https://doi.org/10.1108/03090561111095658
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354. https://doi.org/10.1509/jmkr.43.3.345
Coulter, R. A., Price, L. L., & Feick, L. (2003a). Rethinking the origins of involvement and brand commitment: Insights from postsocialist central Europe. Journal of Consumer Research, 30(2), 151–169.https://doi.org/10.1086/376809
Coulter, R. A., Price, L. L., & Feick, L. (2003b). Rethinking the origins of involvement and brand commitment: Insights from postsocialist central Europe. Journal of Consumer Research, 30(2), 151–169.https://doi.org/10.1086/376809
Griffith, D. A., Krampf, R. F., & Palmer, J. W. (2001). The role of interface in electronic commerce: Consumer involvement with print versus on-line catalogs. International Journal of Electronic Commerce, 5(4), 135–153. https://doi.org/10.1080/10864415.2001.11044219
Han, H., Hsu, L.-T. J., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334. https://doi.org/10.1016/j.tourman.2009.03.013
Hawkins, D., & David L, M. (2015). Consumer Behavior: Building Marketing Strategy 11th Ed. (CrossRef)
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hupfer, N. T., & Gardner, D. M. (1971). Differential involvement with products and issues: An exploratory study. ACR Special Volumes. (CrossRef)
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Springer. https://doi.org/10.1007/978-3-319-52459-7
Jogiyanto, H. M. (2007). Sistem informasi keperilakuan. Yogyakarta: Andi Offset.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kotler, P., & Keller, K. (2011). Marketing management 14th edition. prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing management 15th global edition (Global). Harlow: Pearson Education Limited. (CrossRef)
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349–356. https://doi.org/10.1086/267335
Krugman, H. E. (1966). The measurement of advertising involvement. Public Opinion Quarterly, 30(4), 583–596. https://doi.org/10.1086/267457
Mittal, B., & Lee, M.-S. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10(3), 363–389. https://doi.org/10.1016/0167-4870(89)90030-5
Ramírez-Castillo, N. A., Müller-Pérez, J., Acevedo-Duque, Á., Müller-Pérez, S., González-Díaz, R. R., Suarez Campos, J., & Ovalles-Toledo, L. V. (2021). Sustainable moviegoer intention to attend cinemas based on the theory of planned behavior. Sustainability, 13(16), 8724. https://doi.org/10.3390/su13168724
Thadani, D. R., & Cheung, C. M. (2012). The impact of eWOM communication: A literature analysis and integrative model. decision support systems. Volume, 54, 461–470.
Traylor, M. B. (1981). Product involvement and brand commitment. Journal of Advertising Research. (CrossRef)
Vaughan, G. M., & Hogg, M. A. (2005). Introduction to social psychology . Frenchs Forest. New South Wales. NSW: Pearson Education. (CrossRef)
Wang, Y., Wiegerinck, V., Krikke, H., & Zhang, H. (2013). Understanding the purchase intention towards remanufactured product in closed-loop supply chains: An empirical study in China. International Journal of Physical Distribution & Logistics Management. https://doi.org/10.1108/IJPDLM-01-2013-0011
Xu, X., Wang, S., & Yu, Y. (2020). Consumer's intention to purchase green furniture: Do health consciousness and environmental awareness matter? Science of the Total Environment, 704, 135275. https://doi.org/10.1016/j.scitotenv.2019.135275
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341–352. https://doi.org/10.1086/208520
Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336–1341. https://doi.org/10.1016/j.jbusres.2009.12.011
Copyright (c) 2023 Rachmad Pujo Sakti, Gancar Candra Premananto
This work is licensed under a Creative Commons Attribution 4.0 International License.
