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The impact of hollywood movies on chinese consumers' consumption behavior towards movies |
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| รหัสดีโอไอ | |
| Title | The impact of hollywood movies on chinese consumers' consumption behavior towards movies |
| Creator | Meng, Zhang |
| Contributor | Pandey, Arti |
| Publisher | Rajamangala University of Technology Krungthep |
| Publication Year | 2565 |
| Keyword | Hollywood Films, Chinese Film Market, Theory of Rational Behavior |
| Abstract | 1. Hollywood films have significantly influenced and appealed to the Chinese film market. The great success of Hollywood films introduced in China objectively reflects that Hollywood films conform to the consumption preferences of Chinese film audiences to a certain extent. As a starting point, this paper selects the Chinese mainstream moviegoers as the research object and, based on the theory of rational behaviour (TRA) and combined with the existing research results, summarizes the main factors affecting the attitudes and subjective norms of Chinese movie audiences towards overseas films, and establishes a research hypothesis model. Conclude using SPSS26.0 analysis software to verify the hypothesis between attitudes, subjective norms and movie-watching behavioural intentions. Thestudy found that Hollywood films' film characteristics and marketing strategies will positively affect the audience's perspective and the second audience's self-satisfied needs. Marketing strategy 2. the attitude and subjective norms of the third audience will positively impact the behaviour intention of watching movies, and the influence of attitude on behaviour intention is more significant than that of subjective norms. Based on the empirical results,policy optimization suggestions are put forward for the Chinese film industry. |
| Language | EN |
| URL Website | http://dspace.rmutk.ac.th/ |
| Website title | คลังความรู้ UTK |
