Davud Zameni; Reza Ebrahimzadeh
Volume 16, Issue 30 , December 2015, , Pages 109-132
Abstract
The purpose of this study was to represent incentive factors of Tehranian adults to go to the cinema and Offering a model based on exploratory mix method. The research method based on Cresswell pattern was set in two qualitative and quantitative sections. Qualitative section was phenomenology and quantitative ...
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The purpose of this study was to represent incentive factors of Tehranian adults to go to the cinema and Offering a model based on exploratory mix method. The research method based on Cresswell pattern was set in two qualitative and quantitative sections. Qualitative section was phenomenology and quantitative section was based on descriptive analysis with correlation method based on confirmatory factor analysis. The study populations in qualitative section were selected from executive managers of cinema, directors, producers and film critics, actors and actress, sociologists, social psychologists and cinema professional audiences. In Quota sampling method, 1031 active Tehranian people were selected from 43 cinemas and the questionnaires were distributed among them. Research tools in qualitative method were depth interview and Research tools in quantitative method were questionnaire which resulted with from qualitative categories. At first, its reliability was confirmed by using content and factor validity. Cronbach's alpha was used to check the reliability of the questionnaire that was 0/912 which shows the reliability of the questionnaire. Data analysis in qualitative aspect identified several dimensions such as Individual and psychological, the economic, environmental and cultural, policymaking and planning, good film and Favorite movie features. The results of quantitative data analysis with confirmatory factor analysis show that there is little difference between quadratic impact factors. The last results shows that in addition to the good movie production, desirable cinema and attention to unmet needs of consumer and … are important to stimulate the audience to the cinema.
