ABSTRACT

In this study, we use hedonic and conjoint analyses to estimate the effects of a series of service attributes such as VIP (top luxury), IMAX, X4D (a 3D movie projection with synchronized physical effects), JUNIOR (an auditorium with a playground for kids), and 3D on admission prices at movie theaters. As far as we know, this is the first effort to measure consumers’ willingness to pay for a set of quality service attributes in this industry using these methods. Our estimates can serve as a guide for pricing decisions at movie theaters. Moreover, they can be used to assess investments. Some of the quality attributes that we study have large implicit prices. Nevertheless, they can be very costly or may substantially reduce the seating capacity of theaters. Therefore, we provide an example illustrating how managers and investors can use our willingness to pay estimates to evaluate investing in each of these features.

摘要

在这项研究中，我们使用享乐和联合分析来评估一系列服务属性的效果，例如VIP（顶级奢侈品），IMAX，X4D（具有同步物理效果的3D电影投影），JUNIOR（带有游乐场的礼堂）儿童），以及电影院的门票价格3D。据我们所知，这是使用这些方法来衡量消费者在该行业中为一系列优质服务属性付费的意愿的首次尝试。我们的估算可以作为电影院定价决策的指南。此外，它们可用于评估投资。我们研究的某些质量属性具有较大的隐含价格。然而，它们可能非常昂贵，或者可能大大降低剧院的座位容量。所以，