| Nowadays,movie consumption has become an indispensable part of mass cultural consumption.Fan movies have appeared with the continuous segmentation of the movie audience market.Foreign fan movies are mainly commercial series of Hollywood,which is a product developed from the maturity of the film industry.It has a complete production system in terms of theme,production,and content.It is relatively mature and sophisticated.In other words,as a fan movie,it can achieve the first-largest box office in the world.No such phenomenon has appeared on the global box office list.The domestic fan movies are still at the initial stage at present,no matter in terms of the innovation of the subject matter,the excellent production,or the richness of the content,they are inferior.With the development of the fan economy,a large number of fan movies with idol stars as the ultimate goal have appeared,and some rough-made fan movies have begun to appear in the domestic film market.How to improve the quality of fan movies and expand the audience of fan movies,this study will deeply explore the viewing motivation of fans and non-fans,comparatively analyze the viewing motivation of fan movies,and provide some reference for the development of domestic fan movies.The means-end chain theory is a method to explain the influence of personal value on personal behavior,and it is a qualitative analysis method to understand the consumer 's motivation for consumer behavior.It is necessary to interview the interviewee by using the step interview method,and step by step according to the answer In-depth questions are asked to analyze the three levels of motivation that affect the viewer's viewing behavior,namely,attributes,benefits,and values.This research will use the viewers of "Avengers 4" as an interview sample,and use the ladder interview method to explore the factors that affect the choice of fans and non-fans on three levels,in order to provide a certain strategy for the distribution of domestic fan movies to provide guidance and reference significance.In this study,the concepts of fan movies,fans and non-fans are obtained through the review of the literature,and interview samples are selected based on this.Based on the means-destination chain theory,the Marvel fans and non-fans are each 30 In-depth interviews were conducted by famous movie viewers,and 33 factors(12 attributes,13 benefits,8 values)of non-fan viewing motivation were obtained,and 35 factors(10 attributes,14 benefits,8 values)of fan viewing motivation were obtained.Through the result analysis and research,it is found that fans and non-fans have different motivations for watching movies of fans.The most prominent value factor for non-fans to watch such movies is to obtain pleasure,the popularity of the movie and watching with friends have also become an attribute influence.The most prominent value factor for fans to watch this type of movie is that they can get pleasure and satisfaction from the plot and characters in the movie,as well as the spiritual motivation and common emotion they get from it.This research will also analyze the reasons behind the motivation of fans and non-fans to watch movies based on China's local social psychology.The innovation of this research is to derive the research object of fan movies to focus on non-fans 'viewing motivation,analyze the motivation of fans and non-fans by means of means-end chain,break the traditional analysis methods and perspectives,and combine Chinese local culture,From a deeper level to understand the viewer's motivational factors. |
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