The Effect Of Customer Involvement On The Perceived Value Of Cinema Space

With the constant innovation of science and technology and the development of multimedia, a wide variety of ways to watch film appears, ranging from traditional video cassette recorder, VCD, DVD to modern network television, cellphone, tablet and home theater. As a result, going to the cinema is no longer the only way to see a movie. However, technology innovations have also injected new vigor and vitality into the traditional viewing mode. Various tools and systems have been employed in the cinema, including photographic film, digital cinema,3D,4D and IMAX, which provides the customer with different viewing experience. Moreover, according to the relevant data, it is indicated that cinema remains to be the dominant option of the customers. The current study makes some discussions about this phenomenon and probes into the production of the customer perceived value toward the space of the cinema during the movie through an empirical study. In the meantime, the advent of experience marketing makes the involvement of the customer become increasingly obvious. And in the same viewing environment, the perceived value of the customers with different involvement varies from one another. Thus, the involvement is an important influencing factor to the customer perceived value of the cinema space.The purpose of this thesis is to thoroughly analyze and study the customer perceived value toward the cinema space in combination with the involvement, so as to offer some suggestions to the cinema marketers about the implementation of experience marketing strategies.First of all, the author makes a review and summary of the research results from home and abroad relating to the theories of customer involvement and perceived value, which provides theoretical support for the description of the forming process and influencing mechanism of the customer perceived value toward the cinema space and also offers fundamental basis for the study concerning the establishment of the influence model of perceived value.Secondly, the author designs research variables and the experimental method in accordance with the research need and a perceived value scale is drawn up based on relevant theories. Meanwhile, the sample data is collected through the issuance and recovery of a questionnaire which is formed with the employment of the involvement maturity scale drawn by scholars and professionals.Finally, the author analyzes the sample data by using statistical software——SPSS 19.0 and AMOS 17.0 and a measurement scale of customer perceived value toward the cinema space is thereby formalised in which recreational value, spiritual value, efficiency value and social value are included. Furthermore, a "customer involvement——perceived value of cinema space" model is constructed with good fit which leads to the conclusion that the involvement of the customer has positive impacts on every dimension of the perceived value. Based on the research results, the author then makes reasonable proposals to the marketers on how to implement experiencing marketing strategies from the perspective of customer involvement.