Research on the Influencing Factors of Consumer Movie-Watching Behavior

Abstract

In recent years, with the continuous improvement of the national economic level and the continuous increase in the happiness index of people's lives, it has shifted from material pursuit to spiritual pursuit, and movies are the best embodiment of people's pursuit of spiritual life. Therefore, the market prospect of the film industry is very broad, but there are many influencing factors of consumers' viewing behavior. Therefore, this study is based on the influencing factors that affect consumers' viewing. This paper uses a combination of literature review, questionnaire survey, and statistical analysis to explore the factors influencing consumer viewing behavior from four dimensions: personal factors, film factors, word-of-mouth and marketing factors, and environmental and service factors. It not only enriches the research in the field of film marketing and consumer viewing behavior at the theoretical level, but also provides guidance on how film enterprises can carry out marketing scientifically and effectively at the practical level.