Effects Cinema Group Of College Students Viewing Behavior

Along with the promotion of China’s economic strength, the film industry hasachieved a very impressive achievement. As one of the supporting bodies of culture,movie industry not only has the economic meaning, the more important thing is totransfer the characteristic of Chinese culture to the world, let more and more peopleknow about China from the films, and understand China.Although at present, China’sfilm industry is developing strongly, it has showed the characteristics of small scaleand low output.In terms of the reality of our country, the development of film industryis still rely mainly on domestic consumers. The performance of movie box-office hasa close relationship with consumer behavior and the film market normalization, oreven the birth and death of the movies. So producing the movies which be loved bythe domestic consumers will become the important guarantee of success in the filmsmarket, and to maintain the corporate profitability and important basis for theprosperity of the film industry.Western, especially the American scholars have studied the film industry formany years, the scope also covers various aspects of industry, including consumer,issuing, production, etc.But most domestic academic studies of the film industry treatfilm as an art, the studies have just basically concentrate on the fields of art, aesthetic,and sociology, especially lacking the empirical research of film industry. At the sametime, the development of Chinese film industry started late, today the domestic marketdoes not reach full maturity, thus it is failing to form a system based on market andindustry research theory. This study choose college students as an important part ofthe Chinese film audience group during the research object, and after reading a lot offoreign literatures, the study extracts six film characteristic factors which will affectthe viewing behavior of college students, including film characteristics, box office,film types, film content, film score, movie stars ane film producing areas. Andaccording to the research object, the study proposed the ticket price factor by aninnovative use of4P theory, that is a total of seven factors, published on the network in the way of online questionnaire to collect sample data. The study uses regressionanalysis to explore whether the factors will influence the college students’s viewingbehavior and their impact. At last, five film products factors have been elected, whichare movie tickets price, box office, movie stars, film content and film types. The filmscores and film producing areas have been removed from the regression modelbecause they don’t have the significant influence.During the influence of variousfactors on the dependent variable, tickets price affect the college students’ viewingbehavior most, which followed by movie content, and the film box office also has thecertain effect.on students’behavior.Although movie stars and film types havesignificant impact of college students’ behavior, the effect is too small whichcompared with the first three factors, and the two factors effect almost the same.The research results show that the enterprises and the cinemas need to considerreasonable ticket price for the college students group,both to keep the enterpriseprofitability, at the same time do not make college students feel it is unable to bear theticket price and take the online movies instead of going to the cinema, that will bevery unfavorable to the cultivation of film enterprises’ competitiveness.At the sametime,people should make efforts to improve the quality of the film, explore the filmtalents from all aspects, break the enterprise monopoly of the film industry so thatmore talented people could into the production.It not only helps to developenterprises’ own competitive ability and profitability, the more important thing is toimprove the impact of Chinese films in the international market.And sametime,establishing the perfect mechanism of film statistics to, do not blindly acceptedthe influence of the stars, and pay attention to the quality of the filmis during theproduction process, including the plot design, image texture and the actor’sperformance ability so that we can realize the benign development of the Chinese filmindustry.