Understanding repurchase intention of Galaxy cinema consumers - Electronic world of mouth and price sensitivity

Abstract

UNDERSTANDING REPURCHASE INTENTION OF GALAXY CINEMA CONSUMERS: ELECTRONIC WORLD OF MOUTH AND PRICE SENSITIVITY The purpose of this paper is to extend the research on the repurchase intention of Galaxy Cinema among Vietnamese in Ho Chi Minh City. A series of research propositions were proposed built on the prospect theory and means-end chain theory. Two antecedents: electronic word-of-mouth (eWoM) and price sensitivity (PS) were identified through a content analysis, producing and extended model. This study was conducted using questionnaire as instrument and distributed through internet. 400 surveys were collected in Ho Chi Minh City, 368 surveys is standardized quality. The results showed that Perceive Risk negatively impacts Galaxy Consumer’s Perceived Value and Repurchase Intention while Perceived Value positively impacts on Repurchase Intention. In addition, Price Sensitivity was explored to improve Perceived Risk. Moreover, electronic world of mouth is indicated that positively influences on perceive value and negatively influences on perceived value. The finding of the research might help the market to gain better understanding about the impacts on repurchase intention of Galaxy Cinema and permit them to develop a more effective strategy to grow amounts of movie ticket purchasers. Keywords: Repurchase Intention, cinema, Galaxy, Perceived Price, Electronic World of Mouth, Price Sensitivity.