Abstract
This study explores the factors influencing the intention to revisit Vietnamese cinemas of domestic audiences. The research model is proposed by integrating habits into the theory of planned behavior (TPB). Survey data are analyzed using the partial least squares structural equation modeling (PLS-SEM). The findings show that the integrated model can well explain the audience’s intention to revisit Vietnamese cinemas. The role of movie-watching habits along with subjective norms and perceived behavioral control are proven to be strong predictors of audience’s behavioral intention. Surprisingly, attitude toward Vietnamese films does not affect the audience’s intention to revisit Vietnamese films. Based on these findings, the study has drawn some theoretical and practical implications that can promote domestic audiences’ consumption behavior towards Vietnamese films.
Keywords: Vietnamese films, movie-watching intention, habits, theory of planned behavior.
JEL classification: L82, M30.
DOI: 10.63767/TCKT.33.2025.36.44
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
