Chinese Online Big Movie Effect on Viewing Behavior among Generation Z Audiences: A Moderated Mediation Model

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Wu Xiaoyu
Eksiri Niyomsilp

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As an original content movie broadcast by streaming media in China, Online Big Movie (OBM for short) has developed rapidly from product to industry since it was proposed in 2014. This study explored the research model of Chinese generation Z’s OBM-viewing behavior. Structural equation modeling (SEM) with bootstrapping estimation and multi-group comparison was conducted using data from 447 college students in Shanxi Province of China. The results show that the comparative advantage, OBM traits and crowdfunding intention positively influenced viewing behavior. Moreover, perceived value and attitudes to OBM were found to mediate the above three relationships.

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