THE INFLUENCE OF EXTERNAL ENVIRONMENTAL FACTORS ON THE CONSUMPTION BEHAVIOUR OF CHINA’S NEW MAINSTREAM FILM AUDIENCES

Abstract

      In China, almost all the new mainstream films have gained good word-of-mouth and high box office. This paper aimed to find out the effect of external environmental factors and the mediator effect of internal factors on the consumption behavior of the new mainstream movie audiences. Based on quantitative research method, this paper adopted questionnaire survey to collect data. A total of 444 valid questionnaires were collected. AMOS software was used for structural equation model test of hypothesis. Respondents had to have experience watching new mainstream Chinese films, and the author relied on the Film and Television of Communication University and the Film Association to distribute the questionnaire.

      It was found that cultural values and internal psychological factors had a direct positive impact on ticket buying behavior. When internal psychological factors were used as mediating variables, marketing mix, cultural values, group pressure and media information could all have a positive impact on ticket buying behavior. Therefore, in order to further improve the box office, filmmakers should pay special attention to the formulation of industrial policies to improve the recognition of cultural values, and the society should strengthen art education to improve the audience's aesthetic appreciation.