Collection Title:	SIU Thesis
Title :	The Influence of External Environmental Factors on the Consumption Behavior of China’s New Mainstream Film Audience
Material Type:	printed text
Authors:	Qi Wu, Author ; Eksiri Niyomsilp, Associated Name ; Tananrat Amarinrat, Associated Name
Publisher:	Pathumthani: Shinawatra University
Publication Date:	2022
General note:	SIU THE: SOM-PhD-M-2022-72 Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022
Languages :	English (eng)
Descriptors:	[LCSH]Consumer behavior [LCSH]Film
Keywords:	China's new mainstream films, Audience consumption behavior, External environmental factors, Internal psychological factors
Abstract:	As a new film genre, China's new mainstream film has not only gained high box office and good reputation, but also played a role in shaping a positive national image. The purpose of this study was to discuss the factors that influence audiences' viewing of such films reflecting national ideology, so as to understand why China’s new mainstream film can achieve high box office. According to the theoretical basis of general consumption behavior and combined with the characteristics of films, this paper takes external environmental factors as independent variables, audience internal factors as intermediary variables, and audience ticket purchasing behaviors as dependent variables. Based on the mixed qualitative and quantitative research methods, this paper adopts questionnaire survey and in-depth interview to collect data. Then, SPSS is used for reliability and validity test, description analysis, variance analysis and correlation analysis, and AMOS is used for structural equation model test of the hypothesis. Qualitative research results showed that in the field of film, ticket buying behavior of Chinese new mainstream film audience is widespread. Both its excellent production quality and the firm patriotism shown in the film are the core selling points of differentiation from other thematic films. Most respondents expect the new mainstream films to have better development in the future, and even expect it to occupy a place in the international film market. Quantitative research results showed the psychological transmission mechanism of consumers' buying tickets. That is marketing mix, group pressure and media information have a positive impact on internal psychological factors, but they cannot directly affect the audience's ticket buying behavior. Cultural values and internal psychological factors have a direct positive impact on ticket buying behavior. When internal psychological factors are used as mediating variables, marketing mix, cultural values, group pressure and media information can all have a positive impact on ticket buying behavior. In addition, this paper finally puts forward six suggestions for the development of China’s new mainstream films.Such as formulate industrial policies to enhance the identification of cultural values.strengthen marketing mix to establish integrated marketing system. Use "new mainstream +" to expand the scope and concept of film creation.give full play to the advantages of new media communication. strengthen art education to improve the public aesthetic perception. pay attention to the horizon of expectation to meet the needs of the audience.
Curricular :	BBA/GE/MBA/PhDM
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28453

SIU Thesis. The Influence of External Environmental Factors on the Consumption Behavior of China’s New Mainstream Film Audience [printed text] / Qi Wu, Author ; Eksiri Niyomsilp, Associated Name ; Tananrat Amarinrat, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2022.
SIU THE: SOM-PhD-M-2022-72
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022
Languages : English (eng)

Descriptors:	[LCSH]Consumer behavior [LCSH]Film
Keywords:	China's new mainstream films, Audience consumption behavior, External environmental factors, Internal psychological factors
Abstract:	As a new film genre, China's new mainstream film has not only gained high box office and good reputation, but also played a role in shaping a positive national image. The purpose of this study was to discuss the factors that influence audiences' viewing of such films reflecting national ideology, so as to understand why China’s new mainstream film can achieve high box office. According to the theoretical basis of general consumption behavior and combined with the characteristics of films, this paper takes external environmental factors as independent variables, audience internal factors as intermediary variables, and audience ticket purchasing behaviors as dependent variables. Based on the mixed qualitative and quantitative research methods, this paper adopts questionnaire survey and in-depth interview to collect data. Then, SPSS is used for reliability and validity test, description analysis, variance analysis and correlation analysis, and AMOS is used for structural equation model test of the hypothesis. Qualitative research results showed that in the field of film, ticket buying behavior of Chinese new mainstream film audience is widespread. Both its excellent production quality and the firm patriotism shown in the film are the core selling points of differentiation from other thematic films. Most respondents expect the new mainstream films to have better development in the future, and even expect it to occupy a place in the international film market. Quantitative research results showed the psychological transmission mechanism of consumers' buying tickets. That is marketing mix, group pressure and media information have a positive impact on internal psychological factors, but they cannot directly affect the audience's ticket buying behavior. Cultural values and internal psychological factors have a direct positive impact on ticket buying behavior. When internal psychological factors are used as mediating variables, marketing mix, cultural values, group pressure and media information can all have a positive impact on ticket buying behavior. In addition, this paper finally puts forward six suggestions for the development of China’s new mainstream films.Such as formulate industrial policies to enhance the identification of cultural values.strengthen marketing mix to establish integrated marketing system. Use "new mainstream +" to expand the scope and concept of film creation.give full play to the advantages of new media communication. strengthen art education to improve the public aesthetic perception. pay attention to the horizon of expectation to meet the needs of the audience.
Curricular :	BBA/GE/MBA/PhDM
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28453