ทัศนคติต่อโฆษณา และพฤติกรรมการหลีกเลี่ยงโฆษณาในโรงภาพยนตร์

Abstract

This study was intended to: 1) examine cinema viewing behavior of Moviegoers 2) examine moviegoers’ attitude toward cinema advertising and 3) examine cinema advertising avoidance behavior of moviegoers. Self-administered survey was conducted with 200 male and female moviegoers aged between 15-39 years, living in Bangkok. The quantitative results revealed that moviegoers attended cinemas approximately once or twice per month, mostly on weekend, and mostly at 17.00-19.00 session, mostly with lovers or friends. The convenience of travelling (between residence and cinema) was primarily considered, and media was the key factor that influenced moviegoers’ decision making. Furthermore, action and comedy movie were the most popular among Thai moviegoers. Results also showed that most moviegoers attended to cinema punctually. However, there were numbers that arrive approximately 16 mins late. In-theatre materials especially TV standee attract to moviegoers distinctively. Referring to attitude toward cinema advertising, results indicated that moviegoer attitude toward trailer was highest. Nevertheless, overall attitude toward cinema advertising was negative, and negatively related to cinema advertising avoidance behavior. Moviegoers recommended that the actual time of the movie and the time to present cinema advertising in each session should be informed.