The Influence Of Personal Factors Of Chinese And International Students On Purchase Intentions Of Product Placement In Modern Movies

In the recent years product placement appearing in the mass media in the larger scale than ever before.Almost every new movie or serial contains many placements of various products.It can be some kind of goods,cars,devices,designer clothes,jewelry,hotels,mobile operators,even some medicines.In other words,modern multimedia is overloaded with a product and brand placements.Too obvious product in-puts start to irritate potential consumers.For this reason,different marketing researches in this field is steadily conducting and its number increasing rapidly year by year.Under these circumstances,it is extremely important to investigate consumers reactions to product placement.Some recent studies revealed that movies overloaded with placements of products stimulates negative attitudes to the brand awareness among the viewers.To make successful product placement advertisers need to consider different factors of target audience.This research is aimed to reveal what significant personal factors of young people can influence consumers attitude to product placements in the modern cinema and how can it affect customers choice of the brand and purchase intentions.In the research efficiency of product placement was analyzed in terms of consumer psychology.By analyzing relevant literature,main consumption factors were described and some variables related to consumers purchase behavior were established.Using the questionnaire survey,relevant data for the research was collected.Afterwards,by means of descriptive statistical analysis data was structured and described.Then,using the regression and bootstrap analyses,six research hypotheses were examined.Obtained results of the data analysis verified that the research model is reasonable and may have certain implications to practice.Research reveals a connection between education level,nationality,financial situation of young people,awareness and attitude to product placement,frequency of watching movies and their purchase intentions.Financial situation of students and frequency of watching movies are significantly related with their purchase intentions.Education level and nationality have direct and indirect positive effects on purchase intention.It was also revealed that awareness of product placements in the movies is a mediator of education level and purchase intentions.At the same time,viewers' attitude to product placements is a mediator of nationality and purchase intentions.Considering real background and research findings,paper gives some suggestions to advertisers to make product placement more effective,and it also gives some recommendations for the future research.