Figuring out the Factors that Influence Customers Movie...

The first objective of the research study was to figure out the factos that influence customers’ movie decision and their relative importance. From the theoretical framework, four factors were tested to study how much their influence would be on customers’ movie choice. The average value for each factor was computed based on the item values; which were later used for the paired sample t-tests to check if there are any differences in means between each pair of factors. The result is presented in the table 27 below. According to the test result, nearly all the pairs have differences in means between two factors; except for the average value of factor 1 and factor 2. In more details, the mean value of the average factor 1 is smaller than both the average factor 3 and factor 4 (3.4 3.9 and 3.4 3.6). Similarly, the mean value of the average factor 2 is both smaller than the one of average factor 3 and factor 4 (3.36 3.94 and 3.36 3.6). 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