The Influence of Audience’s Behavior Intention on the Box Office of China’s New Mainstream Films

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Qi Wu
Eksiri Niyomsilp

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The purpose of this study is to explore why Chinese’s new mainstream movie audiences are willing to watch such films reflecting national ideology. This paper uses the quantitative research method and constructs a conceptual framework based on the rational behavior theory. Through descriptive analysis, reliability, validity and regression analysis of the 420 valid questionnaires, this paper found that emotional catharsis, film features, self-demand and subjective norms have a positive impact on the box office of China's new mainstream films while marketing methods will have an opposite impact. The strongest reason for audiences to choose the movie is emotional catharsis.

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