Maysam Musai; Parvaneh Moradian Daghigh; sahar Changiz
Abstract
The purpose of this study is to estimate the cinema demand function and analyzing the factors affecting it in city of Mashhad. By reviewing the theoretical literature, five influential factors of economic, cultural, social, individual and environmental have been identified and the variables related to ...
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The purpose of this study is to estimate the cinema demand function and analyzing the factors affecting it in city of Mashhad. By reviewing the theoretical literature, five influential factors of economic, cultural, social, individual and environmental have been identified and the variables related to each factor have been compiled based on a conceptual model. The research was conducted by survey method and based on a conceptual model, a questionnaire consisting of 71 items in the Likert scale was developed to score the variables. The results of the study indicate that the price of cinema tickets has the most negative and significant effect on cinema demand. Among the social factors, the financial and welfare status of the family and parents' education have a positive and significant effect on cinema demand. Among cultural factors, the amount of leisure time has the most positive effect on cinema demand. In addition, this study shows that increasing media use plays a complementary product role rather than a substitute role.Obtained data show the positive and high impact of individuals' income base among social factors affecting the demand for cinema in Mashhad. In general, economic factors, compared to other factors, have the greatest impact.
