Factors Influencing College Students' Cinema Visits for Animated Movies: A Case Study of Sichuan Universities in China

Zhang Jie

doi:10.14456/au-ejir.2025.12

Authors

Zhang Jie

DOI:

https://doi.org/10.14456/au-ejir.2025.12

CITATION

DOI: 10.14456/au-ejir.2025.12

Published: 2025-04-25

Keywords:

Behavior Intention, Animated Film, Influencing Factors, Consumer Behavior, Culture and Economics

Abstract

Purpose: This study explores the factors influencing college students' behavioral intention to watch animated movies in cinemas. The conceptual framework includes five independent variables and one dependent variable. Research design, data and methodology: The study employs the Index of Objective Consistency (IOC) for validity analysis and administers a small-scale questionnaire for testing, using Cronbach's Alpha for reliability analysis. A multiple linear regression analysis was conducted on 166 valid responses from students in Sichuan Province, China, to examine the relationships between the variables. Subsequently, an Intervention Design Experiment (IDI) was conducted with 30 college students. A paired-sample t-test was performed to compare the quantitative results before and after the IDI. Results: The multiple linear regression analysis revealed that Attitude, Perceived Behavioral Control, and Eudaimonic Motivation significantly influenced college students' intention to watch animated movies in cinemas. Finally, the paired-sample t-test results indicated significant differences between Pre-IDI and Post-IDI. Conclusions: This study contributes by showing that enhancing Attitude, Perceived Behavioral Control, and Eudaimonic Motivation increases university students' intention to watch animated movies in Sichuan. These findings serve as a strategic reference for film industry professionals and cinema operators in designing marketing strategies and interventions targeting university students.

Author Biography

Zhang Jie

Art Music Sport Entertainment Management, Assumption University

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