Appendix A
Mainstream and Art house Movies in the Sample
Mainstream Movies Art house Movies
Title Director / Country Title Director / Country
The Da Vinci Code
Ron Howard (USA) Marie Antoinette Sofia Coppola (USA) The Break Up Peyton Reed
(USA)
Romance and Cigarette
John Turturro (USA) Poseidon Wolfgang Petersen
(USA)
How Many Roads
Jos De Putter (the Netherlands) Zoop in India Johan Nijenhuis
(the Netherlands)
Transamerica Duncan Tucker (USA)
16 Blocks Richard Donner (Germany/USA) The White Massai (Weisse Massai, Die) Hermine Huntgeburth (Germany)
Cars John Lasseter (USA) Dark Horse Dagur Kari (Denmark/Iceland) Asterix et les
Vikings
Stefan Fjeldmark & Jesper Møller (France/Denmark)
The World KeZhang Jia (China/Hong Kong) Just My Luck Donald Petrie(USA) Three Times Hsiao-hsien Hou
(France/Taiwan) Over the Hedge Tim Johnson & Karey
Kirkpatrick (USA)
Libertine Laurence Dunmore (UK)
She’s the Man Andy Fickman (USA) Movies, Aspirin, Vultures Marcelo Gomes (Brazil) Pirates of the Caribbean Gore Verbinski (USA) L’ivresse Du Pouvoir Claude Chabrol (France) Ice Age: The
Meltdown
Carlos Saldanha (USA)
Capote Bennett Miller (USA)
The Wild Steve ‘Spaz’ Williams (USA)
Les Chevallers Du Ciel
Gérard Pirès (France) X-Men: The
Last Stand
Brett Ratner (USA/UK)
Oliver Twist Roman Polanski (UK/Czech Republic/France/Italy) Superman Returns Bryan Singer (USA) On the Wings of an Angel Wenli Huang (China)
Sahara Breck Eisner
(UK/Spain/Germany/USA)
King and the Clown
Jun-ik Lee (South Korea) The Sentinel Clark Johnson (USA) Crazy Stone Hao Ning
Mainstream Movies Art house Movies
Title Director / Country Title Director / Country
Bandidas Joachim Roenning & Espen Sandberg (France/Mexico/USA)
Tsotsi Gavin Hood
(UK/South Africa) Dreams may come Jinlei Xu (China) The Forest Ranger Jian Qi (China) Truman Show Peter Weir (USA)
Peacock Changwei Gu (China) Postmen in the
Mountains
Jianqi Huo (China) Waiting Alone Dayyan Eng (China)
Appendix B
Survey Questionnaire Section One
1) Gender: □ Male □ Female 2) Age: ____
3) Education: □ Primary School □ High School □ Professional School □ Professional College □ University
Section Two
The following questions concern the particular movie you came to see today. 4) Which movie did you come to see this time? (Title)__________
5) When did you decide to see this movie?
□ Last month □ Last week □ Yesterday □ Today □ Now, at the cinema 6) With how many people are you going to see the movie?
□ Alone □ With 1 □ With 2 □ With 3 □ With 4 □ With 5 □ With more than 5 7) With whom are you going to see the movie?
□ Alone □ Partner □ Friends □ Family □ Colleagues
8) How many people had recommended you to see this movie before you came? ____ 9) How much did those recommendations influence your decision to see this movie? No influence at all 1 2 3 4 5 Very strong influence
Section Three
The following questions concern your habits about movies in general. 10) How often do you go to the cinema in 1 year? _________
11) With how many people do you like to go to the cinema?
□ Alone □ With 1 □ With 2 □ With 3 □ With 4 □ With 5 □ With more than 5 12) With whom do you like to go to the cinema?
□ Alone □ Partner □ Friends □ Family □ Colleagues
13) If you have seen a good movie, would you recommend the movie to others? □ Yes, I would recommend it.
□ No, I would not recommend it.
Section Four
How much do you agree with the following statements? 1 – Totally disagree
2 – Somewhat disagree 3 – Neutral
4 – Somewhat agree 5 – Totally agree
15) When I tell others about a movie, I tend to talk about the movie in great detail. Totally disagree 1 2 3 4 5 Totally agree
16) In general, I want to know something about movie quality before seeing a movie. Totally disagree 1 2 3 4 5 Totally agree
17) TV advertisement, trailers, posters, etc. are useful sources of information about movie quality.
Totally disagree 1 2 3 4 5 Totally agree
18) Reviews on magazines on newspapers and on Internet are useful sources of information about movie quality.
Totally disagree 1 2 3 4 5 Totally agree
19) Opinions of people who have already seen the movie are useful sources of information about movie quality.
Totally disagree 1 2 3 4 5 Totally agree
20) I go to see a movie at the cinema in order to cultivate my interests. Totally disagree 1 2 3 4 5 Totally agree
21) I go to see a movie at the cinema in order to see my favourite actors. Totally disagree 1 2 3 4 5 Totally agree
22) I go to see a movie at the cinema in order to see the work of the director. Totally disagree 1 2 3 4 5 Totally agree
23) I go to see a movie at the cinema especially because I want to have an enjoyable evening with friends/partners/family members.
Totally disagree 1 2 3 4 5 Totally agree 24) I go to see a movie at the cinema just to spend some time. Totally disagree 1 2 3 4 5 Totally agree 25) I go to see a movie at the cinema for pure entertainment. Totally disagree 1 2 3 4 5 Totally agree
26) I go to see a movie at the cinema in order to develop my own idea about a specific issue.
Totally disagree 1 2 3 4 5 Totally agree
27) I go to see a movie at the cinema in order to become an expert about movies. Totally disagree 1 2 3 4 5 Totally agree
28) I often talk about movies to people I know.
Appendix C
Codebook of Questionnaire Items Question Variable
Number
Code Description Name
1 2 digit collecting date DATE - 2 Nation 0 = the Netherlands 1 = China NATION 1 3 Gender 0 = Male 1 = Female GENDER
2 4 2 digit age number AGE
3 5 Education
0 = Primary School 1 = High School
2 = Middle Level Professional School 3 = High Level Professional College 4 = University
EDU
4 6 Type of movie (distinguish by the movie title) 0 = Art-house Movie
1 = Mainstream Movie
M_TYPE
5 7 Time of making decision 0 = Last Month
1 = Last Week 2 = Yesterday 3 = Today
4 = Now, at the cinema
D_TIME
6 8 Number of people accompanying (effect of CC) 0 = Alone 1 = With 1 2 = With 2 3 = With 3 4 = With 4 5 = With 5
6 = With More than 5
E_CC1
8 10 2 digit number of other’s recommendation (WOM input)
WOM2
9 11 Level of influence (effect of WOM) 1 = No Influence At All
2 = Partially 3 = Neutral 4 = Strong
5 = Very Strong Influence
WOM3
10 12 2 digit Frequency of visiting FREQ_ATT 11 13 Number of people accompanying (general case)
0 = Alone 1 = With 1 2 = With 2 3 = With 3 4 = With 4 5 = With 5
6 = With more than 5
E_CC2
12 14 Characteristic of people accompanying (general case) 0 = Alone 1 = Partner 2 = Friends 3 = Family 4 = Colleagues P_CC2
13 15 2 digit number of your recommendation (WOM output)
WOM4
14 16 Number of people in general discussion (WOM output) 0 = less than 5 1 = 5 to 9 2 = 10 to 15 3 = more than 15 WOM5
Attitudes and opinions on the motivation and pattern of a moviegoer’s behaviour 1 = Totally Disagree 2 = Somewhat Disagree 3 = Neutral 4 = Somewhat Agree 5 = Totally Agree
17 Depth of discussion on movies WOM6
Appendix D
Table D1: Descriptive Statistics
Variable N Mean Std. Deviation
Table D2: Bivariate Correlations Variables 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 1.Y1(WOM1) 1 2.Y2(WOM2) .054 1 3. Y3 (WOM3) .011 .311** 1 4. Y4(WOM4) .224** .180** .110** 1 5. Y5(W0M5) .299** .086** -.028 .438** 1 6. Y6(WOM6) .210** .128** .100** .148** .019 1 7. Y7(E_CC1) -.011 .149** .123** .044 .056 .049 1 8. Y8(P_CC1) -.052 .030 .092** .038 .036 .050 .548** 1 9. Y9(E_CC2 -.020 .062 .067* .054 .117** .028 .423* .298** 1 10. Y10(P_CC2) -.017 -.028 .002 .034 .012 .126** .280** .451** .436** 1 11. X1(GENDER) .031 -.047 .004 .033 -.046 -.011 -.090** -.004 -.058 -.014 1 12. X2(AGE) -.132** -.116** -.052 -.081* .010 -.176** -.048 .047 -.036 .039 -.036 1 13. X3(EDU) -.021 -.049 -.041 -.135** -.144** .089** -.212** -.203** -.186** -.055 .027 .066* 1 14. X4(D_TIME) -.007 -.113** -.047 -.034 -.006 -.077* -.026 .022 -.009 -.053 -.044 -.008 -.048 1 15. X5(FREQ_ATT) .136** -.013 -.070* .049 .088** .061 -.064 -.131** -.078* -.057 -.048 .029 .085** .048 1 16. X6(M_QUA) .146** .046 .057 .032 -.016 .224** -.029 -.043 -.087** -.022 .046 -.039 .137** .001 .034 1 17. X7(WOM_INFO) .165** .028 .075** .093** .160** .048 -.066* .026 .021 .065 .030 .091** -.026 .014 .024 .147** 1 18. X8(FOR_ACT) -.015 -.041 -.031 .054 .063 -.059 .100** .118** .094** .114** .006 .032 -.058 .045 -.027 -.018 .161** 1 19. X9(FOR_DIR) .048* .008 -.020 -.004 .036 -.016 -.011 -.031 -.036 -.017 -.071* .026 -.012 .059 .000 -.040 .032 .231***1 20. X10(FOR_SOC) .108** .005 -.018 .017 .097** -.056 -.004 -.017 .032 .025 -.013 -.027 -.112** .052 -.019 -.055 .137** .345** .348** 1 21. X11(FOR_TIME) .231** .033 .059 .051 .011 .163** -.098** -.075* -.096** -.045 .025 -.043 .155** -.026 .040 .116** -.004 -.160** .065 -.123** 1 22. X12(FOR_ENT) .284** .100** .034 .080** .099** .212** .028 -.028 ..028 -.027 -.082** -.147** .043 -.048 .077* .040 -.068* -.128** .121** -.027 .295** 1 23. X13(FOR_ID .064 .028 .044 .006 .042 .168** .035 .015 .076* .073* .052 -.072* .031 -.027 .075* -.010 .014 .099** .110** -.007 .088** .206** 1 24. X14(FOR_EXP) .100** .011 .040 -.031 .011 .233** -.044 -.063 -.015 .015 -.072* .004 .217** -.022 .234** .061 -.032 -.060 .100** -.127** .230** .265** .479** 1 25. X15(NATION) -.111** .133** .168** -.006 -.335** .384** -.021 -.085* -.081* .035 -.017 -.315** .298** -.064 -.067* .173** -.209** -.235** -.061 -.226** .170** .122** 119** .221** 1 26. X16(M_TYPE) -.100** .147** -.005 .041 .035 -.001 .232** .074** .199** .112** -.065 -.206** -.309** -.051 -.106** -.051 -.072* .133** .069* .209** -.163** .026 .034 -.135** -.016 ** Correlation is significant at the .01 level (two-tailed).
Table D3: Summary of Hypothesis Testing
Hypothesis Result H1: Different social environments (i.e. nation) influence WOM
activities of individual moviegoers.
Supported H1a: Individual moviegoers’ involvement in frequent WOM activities is
negatively related to the level of constraints they experience in their social environment (i.e. nation).
Supported H1b: Individual moviegoers’ communication with people (number of
contacts and level of influence) is negatively related to the level of constraints they experience in their social environment (i.e. nation).
Not supported H1c: Individual moviegoers’ involvement in detailed WOM
conversations is negatively related to the level of constraints they experience in their social environment (i.e. nation).
Not supported H2: Different social environments (i.e. nation) influence CC behaviours
of individual moviegoers.
Supported H2a: Individual moviegoers’ movie attendance concerning the number
of accompanists is negatively related to the level of constraints they experience in their social environment (i.e. nation).
Supported H2b: Individual moviegoers’ movie attendance concerning the type of
accompanist is related to the level of constraints they experience in their social environment (i.e. nation).
Supported H3: Different types of movies influence WOM activities of individual
moviegoers.
Supported H3a: Individual moviegoers’ involvement in frequent WOM activities in
negatively related to the level of information supply in the type of movie they choose.
Supported H3b: Individual moviegoers’ communicate with more people (number of
contacts and level of influence) is negatively related to the level of information supply in the type of movie they choose.
Not supported H3c: Individual moviegoers’ involvement in detailed WOM
conversations is negatively related to the level of information supply in the type of movie they choose.
Not supported H4: Different types of movies influence CC behaviours of individual
moviegoers.
Supported H4a: Individual moviegoers’ movie attendance concerning the number
of accompanists is positively related to the level of information supply in the type of movie they choose.
Supported H4b: Individual moviegoers’ movie attendance concerning the type of
