International records / OpenAlex research

Exploring Additional Determinants of Cinemagoer Choice of Cinema: An Incentive Theory Approach

The cinema industry in Nigeria faces affordability crisis as a result of high ticket prices. On the other hand, cinemas in Nigerian urban centers are not conveniently located to potential viewers. Moreover, there is a dearth of studies that empirically established whether pricing strategy and convenience influence cinemagoer choice of cinema in the Nigerian setting. To achieve these unexplored objectives and establish a schema of the determinants of cinemagoer choice of cinema, a convenience sample of 323 cinemagoers was pooled in Awka metropolis, South-East, Nigeria. Multiple regression analy…