FACTORS AFFECTING MOVIE CONSUMPTION DECISION IN CHINA MARKET

Abstract

Nowadays, the film market develops rapidly, the concept of ‘marketing is bigger than film’ becomes more and more important. The role of IWOM has become increasingly prominent due to the booming development of the Internet and is becoming a vital factor influencing the film market. This paper mainly starts from the theoretical basis of the influence of film WOM on consumers' movie-watching decisions, besides introduces several other factors that may also affect the purchase intention of movie. This paper studies, analyses and reveals the influence of IWOM, film schedule and star power on decision making on movie consumption, for promoting the development of Chinese film market.

In this paper, 200 random Chinese residents are selected as the research sample. Data analysis is carried out through SPSS, and a summing-up is drawn that IWOM and other factors affects film purchasing decision. On this basis, combined with the characteristics of the film itself, the film WOM marketing for the relevant recommendations.