Beyond the Screen: Exploring the Impact of Pre-purchase Information on Greek Consumers' Perception of Film Quality and Viewing Behavior

This study examines the impact of abundant pre-purchase information available in the digital age on Greek consumers' perception of film quality and their viewing habits. Using qualitative thematic analysis, the study analyzes semi-structured interviews with Greek film consumers, exploring how this wealth of online information influences participants' perception of film quality. The research challenges the traditional notion that films are purely experience goods, whose quality can only be assessed post consumption. Instead, it considers whether the extensive availability of online information transforms films into search goods, allowing consumers to evaluate quality beforehand. The findings indicate that while consumers heavily rely on online information for decision-making, the inherent uncertainty of film quality remains. Basic search information and recommendations from friends emerged as more influential than online data alone. The study concludes that despite the digital age providing vast pre-purchase information, it does not significantly alleviate the quality uncertainty associated with films. This highlights the complex nature of cultural product consumption and suggests that films retain their experience good attributes. Further research is recommended to explore the impact of digital information on other cultural products and different demographic groups, as well as the evolving influence of online streaming platforms on consumption habits. This research offers valuable insights into the dynamic relationship between online information and consumer behavior in the film industry.