Research On The Motivation And Behavior Intention Of Superhero Movie Audiences

From 2002, superhero movie "Spider-Man" has been called as "money machine in a new century" and it has gone through more than ten years. It seems straight forward on box office appeal of this type of movie on global movie ranking list with three superhero movies on Top 10: "The Avengers"(No. 4)? "The Avengers: Age of Ultron"(No. 6) and "Iron Man"(No.9). It is worth mentioning that all the 3 top ranking superhero movies belong to Marvel Cinematic Universe.Viewing Motivates is the starting point and direct cause of viewing behavior. The behavior intention after viewing is important in the content of secondary transmission/word of mouth, and also an important manifestation in the viewing audience satisfaction and loyalty. Take 12 superhero movies produced by Marvel(Marvel Comics adapted by other film makers not contained) as study objects, starting from the perspective of the audience in the design of questionnaire surveys on the basis of interview, the article attempt to explore the audience's viewing motives and behavior intention after viewing on the American concept superhero movies, via methods like data description, reliability test, factor analysis, T test, regression analysis on the basis of the statistical software SPSS21.0 with Chinese version as mainly tool to conduct data analysis and forward to investigate and use data to illustrate the concept and characteristics of audience viewing motives and behavior intention after viewing and the relationship between the both.Studies has shown that, despite the heterogeneity of the superhero movie audience, its viewing motives and behavior intention after viewing has present considerable regularity. This article tease out 21 items of viewing motives on the basis of literature research and interviews. By means of factor analysis, the final result shows viewing motives relates to movie characteristics, viewing benefit, brand propaganda and convenience. By T test and ANOVA, result shows different demographic variable has different viewing motives. By correlation and regression analysis, it shows four types of motives have relation with 10 items of behavior intention after viewing with different degree of influence.