Factors Influencing Consumer Viewing Behavior in Chinese Film Market
Author Information
Author(s): Shen Cong, Hao Xin
Primary Institution: School of Management, Henan University of Technology, Zhengzhou, China
Hypothesis
What factors influence consumers' intention to watch movies during large-scale preview screenings?
Conclusion
The study found that perceived behavioral control, social network, and consumption expectation significantly influence consumers' intention to watch movies during large-scale preview screenings.
Supporting Evidence
- Perceived behavioral control had the most significant influence on viewing intention.
- Social network significantly affects consumers' willingness to watch movies.
- Consumption expectation is a key determinant of viewing intention.
Takeaway
This study looks at why people want to watch movies before they officially come out, finding that friends' opinions and how easy it is to watch matter a lot.
Methodology
The study used a structural equation model to analyze survey data collected from 251 consumers in Zhengzhou, China.
Limitations
The study focused only on consumers from a new first-tier city in China, which may not represent other regions or countries.
Participant Demographics
The majority of respondents were younger than 40, with a higher proportion of males and over one-third holding an undergraduate degree.
Statistical Information
P-Value
p<0.001
Statistical Significance
p<0.001
Digital Object Identifier (DOI)
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