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mentioned, can both influence and predict the outcome. Critic may have the power to influence consumer demands (David and
Christopher, 2005).

Moreover, critics play an essential part in consumer judgments because they provide consumers with preliminary information on product
previews while also lending them credibility, allowing consumers to be more self-assured in their delivery (West & Broniarczyk 1998).
It can be in the form of positive or negative reviews.

In additions, film review especially the negative criticism has a greater effect towards the expectation of filmgoers (Suarez-Vazquez,
2011). Negative criticism, according to Suarez (2011), can influence viewers' pre-viewing sentiments. Meanwhile, less frequent
moviegoers are more swayed by unfavourable comments than regular moviegoers. This is primarily due to the fact that infrequent
moviegoers with "mass" tastes outnumber professional critics with "elite" tastes (Holbrook, 2005 cited in Chakrayarty et al, 2010). As
a result, the following hypothesis was formed:

H 2 : There is a correlation between Keris Siamang Tunggal movie consumption and critic reviews for the film.

2.3.1.3 Word of Mouth

Word of mouth or WOM is a user-generated content (Wang, Zhang, Li, & Zhu, 2010) that are “usually perceived as more credible
and trustworthy than advertising” (Liu, 2006) and may reflect popular taste better than critic reviews (Holbrook, 1999). Word of mouth
is common in social networks where people connect with friends, family, and strangers by interactions of data and
forming relationship.

Duan, Gu and Whinston (2008) stated that WOM, especially over the Internet, has become information source that provides
references to help moviegoers formulate their decisions. It leads to the success of entertainment goods in general, because such
experiential goods are frequently consumed cohesively and feature in daily conversations (Eliashberg and Shugan, 1997). WOM posted
on these movie internet sites cover a variety of subjects, including cast and plot, set gossip, test screening results, and suggestions about
whether the movie is worth seeing in a cinema. Many movie websites include WOM messages in their critical reviews. Moviegoers
frequently rely on WOM to decide whether to watch a movie online or in the theatres because WOM is typically powerful and personal.

It can be positive and negative form of WOM. Examples of negative WOM mention by Anderson (1998) are “private complaining
and the relating of unpleasant experiences”. This type of WOM will decrease the probability of movie goers to watch movie as proved
in the study by Nyer, 1997. Meanwhile, the positive WOM stated by Otto (2005) are complimenting and relating pleasant and vivid
experiences. As a result, the researcher comes to the following hypothesis:

H 3 : There is a correlation between Keris Siamang Tunggal movie consumption and word of mouth for the film.

2.3 RESEARCH FRAMEWORK MODEL

Marketing Stimuli Decision Making on Movie Consumption

Trailer Need Recognition
H1
Responses

Critic Reviews H2 Information Search
Watch
H3
Word of Purchase
Mouth Do not watch

Figure 1: Proposed research framework for the decision making on Keris Siamang Tunggal movie consumption among UTM
undergraduate students.

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