Research On Audience Acceptable Behavior Of Commercial Animated Film Based On Social Cognition Theory

Since the new century,China's film market has become more active with the support of national policies,the number of people watching movies and the production of films have been increasing,and the animation industry has developed rapidly.According to the data of 2013,China's animation production ranks first in the world.However,this brilliant achievement has failed to win the corresponding praise.For a long time,American and Japanese animation films poured into the domestic market,overrun the screen.Thus animated films with Chinese characteristics have been left out by our people.Although we have made some excellent films like "return of the Holy Spirit",the surprises they bring to people are short-lived.Foreign commercial animation films occupy the vast majority of Chinese film market.The competitiveness and influence of China's commercial animation film is still insufficient at home and abroad.In the new media era,the rapid development of mobile Internet technology has changed people's way of life greatly,watching movie has become an increasingly important entertainment mode of Chinese people.All these provides new opportunities for the development of Chinese commercial animated films meanwhile brings huge challenges.How to satisfy the spiritual needs of the audience and cope with the changes in the market has become an important issue.This paper uses literature research and questionnaire survey to understand the acceptance of commercial animation films by domestic audiences,search the main factors that affect people's acceptance of commercial animation films,and summarise some suggestions accordingly.First of all,definiting the concept of commercial animation films accurately,and analysis the current development of commercial animation film in China.Secondly,collecting the relevant documents of Social Cognition Theory in psychology.Then design questionnaire under the guidance of SCT,combined with the characteristics of commercial animation industry,to investigate commercial animation movie audiences in China.Statistic analysis software SPSS(Statistical Product and Service Solutions)21.0 has been used to analysis the characteristics of domestic audience and overall acceptance of commercial animation film.The influence of different variables on the acceptable behavior of the audience is explored by variance analysis,correlation analysis and multiple linear regression.The results show that degree of sharing of the audience is high,while the viewing frequency is low;personal cognition of social cognition theory has a significant positive impact on the audience's acceptance of commercial animated films;the environment has no influence on the audience's acceptable behavior;self-efficacy and outcome expectancy in personal cognition will affect the behavior of the audience positively;age difference can cause change in audience's self-efficacy and acceptance of environmental information;variables such as gender,education,residence,income have no significant effect on audience's personal perception or behavior.Finally,corresponding proposals are summarized according to the results.It is suggested that Chinese commercial animation film industry should be highly concerned about market change,enrich themes,expand target groups,and actively use new media to build a good reputation,create a favorable environment,and improve the industrial chain on this basis,thus better satisfy the market demand.