Title: Developing business trends based on the cinema movie watching preferences of Generation Z in Vietnam
Authors: Quan Nguyen Van,, Anh Dinh Hoang Bao
Volume: 9
Issue: 12
Pages: 83-96
Publication Date: 2025/12/28
Abstract:
The study investigates the factors influencing cinema movie-going behavior among Generation Z in Vietnam by integrating contextual preferences and psychological determinants within a unified analytical framework. Drawing on the Theory of Planned Behavior (TPB) and Uses and Gratifications Theory (UGT), the research examines the effects of preferred movie genre, preferred movie-watching time, preferred origin of movies, social connectedness, perceived price fairness, perceived convenience and reviewer opinion influence. Surveyed data were collected from 309 Gen Z respondents through an online survey and analyzed using PLS-SEM and supplementary ANOVA and t-test procedures. The results indicate that all proposed factors significantly shape cinema attendance behavior, with perceived convenience and price fairness emerging as particularly influential. Additionally, notable differences in movie-going behavior were observed across genre preferences, viewing time preferences, and film origin categories. The study contributes to the growing body of literature on youth entertainment consumption by offering empirical insights into the dynamics of cinema engagement in an increasingly digitalized environment. Practical implications are provided for cinema operators and marketers to enhance engagement strategies tailored to Gen Z's expectations and behavioral patterns.