The Dynamics of Movie Purchase and Rental Decisions: Customer Relationship Implications to Movie Studios
Eddie Rhee

Abstract
Research on movie purchase and rental is rare when home movies are important for movie studios for the revenue potential. In this paper we study the similarities and differences of consumer’s movie purchase and rental decisions by investigating the factors associated with the decisions. We collect data using national online survey on the consumer behavior and perceptions about movie purchase and rental and test hypotheses that address the factors using bivariate probit regression. We discuss the results and managerial implications to the movie studios and the future extension of the study.

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