Research On The Influence Of Perceived Value Of Foreign Film And TV Products On Viewing Intention

According to data from the General Office of the State Administration of Radio and Television,my country will introduce a total of 713 foreign film and television dramas in 2021,and the overseas film and television drama consumption market will further expand.In contrast,the development of my country’s film and television products overseas is not ideal,and problems such as low export prices and a single market need to be solved urgently.Therefore,studying the cross-cultural communication of foreign film and television products is of great significance for enhancing the overseas competitiveness of my country’s film and television industry.At present,the research on foreign film and television products mainly focuses on communication strategies,language translation,and copyright protection,and most of the research is carried out from the level of case analysis and comparative analysis,and empirical research based on the marketing field is rare.There is a lack of research on individual factors of consumers in this scenario,and only some researchers have carried out relevant research from the perspectives of consumer preferences,movie viewing motivation,and movie viewing experience.Given this,from the perspective of consumer psychology,this study divides perceived value into three dimensions: emotional value,functional value,and social value,and uses perceived cultural distance and consumer involvement as moderator variables.Research on the mechanism of action between viewing intentions.First,this study reviewed and organized relevant literature,constructed a research model,and put forward research hypotheses.Secondly,based on drawing on the existing mature scales of predecessors,combined with the actual situation of this study,the questionnaire was adjusted and revised appropriately,and after the small sample survey,a large sample survey was carried out.Then,using SPSS and AMOS software to conduct empirical analysis and test on 425 survey data.The research results show that:(1)The perceived emotional value,perceived functional value,and perceived social value of foreign film and television products all have a positive impact on viewing willingness.According to the influence coefficient,the order is: perceived emotional value > perceived social value > perceived functional value.(2)Perceived cultural distance plays a negative moderating role in the influence of perceived functional value,perceived social value,and viewing intention,and the lower the perceived cultural distance,the difference between perceived emotional value,perceived functional value,perceived social value,and viewing intention The more significant the moderating effect.However,advertising involvement did not play a moderating role in the effect of perceived emotional value on viewing intention.(3)Consumer advertising involvement plays a positive moderating role in the impact of perceived emotional value,perceived functional value,and perceived social value on viewing intention,and the higher the degree of advertising involvement,the higher the perceived emotional value,perceived functional value and perceived social value.The moderating effect between social value and viewing intention is more significant.(4)Consumer product involvement plays a positive moderating role in the impact of perceived emotional value,perceived functional value,and perceived social value on viewing willingness,and the higher the degree of product involvement,the higher the perceived functional value,perceived social value and viewing intent.The moderating The effect between willingness is more significant.(5)Purchase decision involvement plays a positive moderating role in the impact of perceived functional value and perceived social value on viewing intention,and the higher the purchase decision involvement,the greater the relationship between perceived functional value,perceived social value,and viewing intention.The more significant the adjustment effect is.However,purchase decision involvement did not play a moderating role in the effect of perceived emotional value on viewing intention.Finally,based on the above research conclusions,this paper puts forward reference suggestions from three aspects: improving perceived value,reducing cultural discounts,and enhancing consumer involvement,and points out research limitations and prospects for future research directions.