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| Author: | d'Astous, A. (et al.) |
| Title: | Moviegoers' consultation of film reviews in the search for information: A multi-country study |
| Journal: | International Journal of Arts Management
2005 : SPRING, VOL 7:3, p. 32-45 |
| Index terms: | Markets Film industry Customers Consumer behaviour Information retrieval Culture International |
| Language: | eng |
| Abstract: | A cross-cultural study was conducted with Austrian, Canadian, Colombian and Italian moviegoers. Based on Hofstede's value framework and some findings in the consumer information search literature, seven research hypotheses were based in part on presumed differences btw. the four countries on three cultural values: power distance, uncertainty avoidance and individualism. As predicted by Hofstede's framework, Canadian moviegoers appreciated significantly more movie genres than Austrian, Colombian and Italian moviegoers. Along with Austrians, they were more susceptible to value-expressive social influence as regards cinema than Colombian and Italian moviegoers. In addition, the impact of susceptibility to value-expressive social influence was stronger in the Austrian and Canadian samples than in the other samples. Although not all research hypotheses were entirely supported by the results, this study shows the value of using a theoretical framework to predict consumer behaviour differences attributable to varying cultural orientations. |
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