Study On The Influence Of Overseas Imported Movies On Chinese Film Audiences Consumption Preference Based On TRA Model

With the further acceleration of film industrialization and the explosive growth of Chinese films,China has become the second largest film market in the world after the United States.In 2018,the total box office of Chinese movies broke through 60 billion.According to box office data,the overseas introduction of movies contributed a lot.In 2018,116 overseas films were introduced into China,an increase of nearly 20% over 2017.The total box office receipts of overseas films were 23.379 billion,accounting for 37.8% of the total box office receipts of Chinese films in the whole year.Overseas imported films have formed a greater influence and appeal in the Chinese film market,and the audience of overseas imported films has become the main force of Chinese film consumption.Empirical studies on the film industry have gradually emerged,but the research on the relationship between imported films and Chinese film audience's consumption preferences has just started,especially the quantitative research on the mechanism of the influence of imported films on consumption preferences is rare.This study chooses mainstream Chinese film-watchers as the research object from the entry point of overseas films.Based on the TRA model and combined with the existing research results,this paper summarizes the main factors that will affect the thinking attitude of film audiences toward imported films overseas and the subjective norms overseas.Establish research hypothesis model and use SPSS22.0 program to verify the hypothesis between attitude,subjective norms and intention to watch movies,and draw conclusions.Through the analysis of the research results,we find that,firstly,the film characteristics and marketing strategies of the overseas imported films will positively affect the audience's attitudes,among which the film characteristics have a greater impact,while self-demand will not have a significant impact on attitudes.Secondly,audiences' self-demand and marketing strategies of overseas imported films will positively affect audiences' subjective norms,and the influence of self-demand is greater than marketing strategies.Thirdly,audiences' attitudes and subjective norms will have a positive impact on the intention of watching movies,among which attitudes have a greater impact on the intention of watching movies than subjective norms.Based on the results of empirical analysis,this paper grasps the consumer preferences of Chinese film audiences,and further explores how the Chinese film industry can further stimulate the demand and vitality of film consumption from three aspects: film characteristics,self-satisfaction and marketing strategies,and puts forward suggestions for the development of Chinese film industry.