Chinese Online Big Movie Effect on Viewing Behavior among Generation Z Audiences: A Moderated Mediation Model
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เผยแพร่แล้ว:
เม.ย. 29, 2021
คำสำคัญ:
Online Big Movie Generation Z Viewing Behavior Mediation Model
Main Article Content
บทคัดย่อ
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.
Article Details
บท
บทความวิจัย
ข้อความและบทความในวารสารนวัตกรรมการบริหารและการจัดการ เป็นแนวคิดของผู้เขียน ไม่ใช่ความคิดเห็นและความรับผิดชอบของคณะผู้จัดทำ บรรณาธิการ กองบรรณาธิการ วิทยาลัยนวัตกรรมการจัดการ และมหาวิทยาลัยเทคโนโลยีราชมงคลรัตนโกสินทร์
ข้อความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการีพิมพ์ในวารสารนวัตกรรมการบริหารและการจัดการ ถือเป็นลิขสิทธิ์ของวารสารนวัตกรรมการบริหารและการจัดการ หากบุคคลใดหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือกระทำการใดๆ จะต้องได้รับอนุญาติเป็นลายลักษณ์อักษรจากวารสารนวัตกรรมการบริหารและการจัดการก่อนเท่านั้น
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Vany, A. D., & Walls, W. D. 1999. Uncertainty in the Movie Industry: Does Star Power Reduce the Terror of the Box Office? Journal of Cultural Economics. 23(4), 285-318. https://doi.org/10.1023/A:1007608125988
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Wood, W. C., & O'Hare, S. L. 2010. Paying for the Video Revolution: Consumer Spending on the Mass Media. Journal of Communication. 41(1), 24-30. https://doi.org/10.1111/j.1460-2466.1991.tb02290.x
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Zeithaml, V. A. 1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. 52(3), 2-22. https://doi.org/10.2307/1251446
Zhang, B. 2019. Crowd-funding movie-viewing: New media empowerment and the transformation of consumer movie-viewing methods. Editorial Friend (06), 84-88. https://doi.org/10.13786/j.cnki.cn14-1066/g2.2019.6.015
Zhang, J. 2018. Existing problems and Development Countermeasures of Chinese Online Big Movies. Movie Literature, No.709(16), 19-21. https://kns.cnki.net/kcms/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2018&filename=DYLX201816006&v=MzI1OTVGWW9SOGVYMUx1eFlTN0RoMVQzcVRyV00xRnJDVVI3cWZidWRtRkN2blZMN0pJVFRIZHJHNEg5bk5xWTk=
179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Anderson, J. C., & Gerbing, D. W. 1988. Structural Equation Modeling in Practice: a Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
Bagozzi, R. P., & Yi, Y. 1989. On the use of structural equation models in experimental designs. Journal of Marketing Research, 26(3), 271-284. https://doi.org/10.2307/3172900
Baron, R., & Kenny, D. 1986. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology. 51, 1173-1182. https://doi.org/10.1037//0022-3514.51.6.1173
Basuroy, S., Chatterjee, S., & Ravid, S. A. 2003. How Critical are Critical Reviews? The Box Office Effects of Film Critics, Star Power, and Budgets. Journal of Marketing. 67(4), 103-117. https://doi.org/10.1509/jmkg.67.4.103.18692
Burroughs, B. 2019. House of Netflix: Streaming media and digital lore. Popular Communication, 17(1), 1-17. https://doi.org/10.1080/15405702.2017.1343948
Chang, J. 2020. Streaming media and the future film industry:aesthetics, industry, culture. Contemporary Cinema (07), 4-10. https://kns.cnki.net/kcms/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2020&filename=DDDY202007004&v=MjY1NzlQSVNuUGQ3RzRITkhNcUk5RllJUjhlWDFMdXhZUzdEaDFUM3FUcldNMUZyQ1VSN3FmYnVkbUZDcmdVYnI=
Conner, M., & Armitage, C. J. 2010. Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. Journal of Applied Social Psychology. 28(15). https://doi.org/10.1111/j.1559-1816.1998.tb01685.x
Elberse, A., & Eliashberg, J. 2003. Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures. Marketing Science. 22(3), 329-354. https://doi.org/10.1287/mksc.22.3.329.17740
Garfinkel, H. 1987. Ethnomethodological Studies of Work. London: Routledge. https://doi.org/10.4324/9780203996867.
Government, C. 2020. The 45th Statistical Report on the Development of The Internet in China was released. http://www.cac.gov.cn/2020-04/27/c_1589535470378587.htm
Guo, G., Yang, X., & Zhang, Y. 2007. The impact of Word-of-Mouth on consumer's attitude: a theoretical model. Management Review (03), 20-26+63. https://doi.org/10.14120/j.cnki.cn11-5057/f.2007.03.004
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. 2006. Multivariate Data Analysis (6th ed.). NJ: Prentice-Hall:Upper Saddle River. https://doi.org/10.2307/2983017
Han, D. 2017. The challenges and development trend of Online Big Movie development. Youth Journalist. 21, 95-96. https://doi.org/10.15997/j.cnki.qnjz.2017.21.056
IMDbPro. 2019. Worldwide Box Office. Box Office Mojo. Retrieved September, 10th from https://www.boxofficemojo.com/year/world/2019/?ref_=bo_yl_table_1
Information, C. I. 2020. Analysis on the distribution quantity, investment cost and distribution trend of China's online movie industry in 2019. China Industry Information. Retrieved September 10th from http://www.chyxx.com/industry/202001/829486.html
IQITYI. 2020. IQIYI: 2019 network film industry report. Retrieved September 10th from http://www.199it.com/archives/998277.html
Kim, D. H. 2019. Brand Extension Strategies in the Film Industry: Factors behind Financial Performance of Adaptations and Sequels. The International Journal on Media Management, 21(3-4), 161-176. https://doi.org/10.1080/14241277.2019.1692850
Mackenzie, S. B., Lutz, R. J., & Belch, G. E. 1986. The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143. https://doi.org/10.2307/3151660
McKechnie, S. A., & Zhou, J. 2003. Product placement in movies: a comparison of Chinese and American consumers’ attitudes. International Journal of Advertising, 22(3), 349-374. https://doi.org/10.1080/02650487.2003.11072858
Ordanini, A., Miceli, L., Pizzetti, M., & Parasuraman, A. 2011. Crowd‐funding: transforming customers into investors through innovative service platforms. Journal of Service Management. 22(4), 443-470. https://doi.org/10.1108/09564231111155079
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. 2003. Common method biases in behavioral research: a critical review of the literature and recommended remedies. J Appl Psychol. 88(5), 879-903. https://doi.org/10.1037/0021-9101.88.5.879
Preacher, K. J., & Hayes, A. F. 2008. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behav Res Methods, 40(3), 879-891. https://doi.org/10.3758/BRM.40.3.879
Rogers, E. M. 2010. Diffusion of innovations. Simon and Schuster. https://books.google.com.hk/books/about/Diffusion_of_Innovations_4th_Edition.html?id=v1ii4QsB7jIC&redir_esc=yhttps://books.google.com.hk/books/about/Diffusion_of_Innovations_4th_Edition.html?id=v1ii4QsB7jIC&redir_esc=y
Shih, Y. Y., & Fang, K. 2004. The use of a decomposed theory of planned behavior to study Internet banking in Taiwan. Internet research. https://doi.org/10.1108/10662240410542643
Strauss, W., & Howe, N. 1991. Generation Z. September 10th, 2020. http://incomeresult.com/generation-z/
Su, L. 2017. Optimization analysis of fans realization on Film and Televison crowdfunding platform based on TRA theory. Rural Economy and Science-Technology, 28(14), 114-115. https://doi.org/10.3969/j.issn.1007-7103.2017.14.079
Sweeney, J. C., & Soutar, G. N. 2001. Consumer perceived value: The development of a multiple item scale. Journal of Retailing. 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
Tam, J. L. M. 2004. Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model. Journal of Marketing Management. 20(7), 897-917. https://doi.org/10.1362/0267257041838719
Taylor, S., & Todd, P. 1995. Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing. 12(2), 137-155. https://doi.org/0.1177/1094428107300344
Vany, A. D., & Walls, W. D. 1999. Uncertainty in the Movie Industry: Does Star Power Reduce the Terror of the Box Office? Journal of Cultural Economics. 23(4), 285-318. https://doi.org/10.1023/A:1007608125988
Vincent, R. C., & Basil, M. D. 1997. College students’ news gratifications, media use, and current events knowledge. Journal of Broadcasting & Electronic Media. 41(3), 380-392. https://doi.org/10.1080/08838159709364414
Wood, W. C., & O'Hare, S. L. 2010. Paying for the Video Revolution: Consumer Spending on the Mass Media. Journal of Communication. 41(1), 24-30. https://doi.org/10.1111/j.1460-2466.1991.tb02290.x
Xu, M. 2015. A brief discussion on the consumption psychology of Chinese film audience. Today's Massmedia. 23(01), 92-93. https://kns.cnki.net/kcms/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2015&filename=BKZY201501044&v=MjYzNTBUTXJvOUJZSVI4ZVgxTHV4WVM3RGgxVDNxVHJXTTFGckNVUjdxZmJ1ZG1GQ3ZtVnJ6QUp5YlJkN0c0SDk=
Xu, Y., Yang, Y., Cheng, Z., & Lim, J. 2014. Retaining and attracting users in social networking services: An empirical investigation of cyber migration. Journal of Strategic Information Systems. 23(3), 239-253. https://doi.org/10.1016/j.jsis.2014.03.002
Zeithaml, V. A. 1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. 52(3), 2-22. https://doi.org/10.2307/1251446
Zhang, B. 2019. Crowd-funding movie-viewing: New media empowerment and the transformation of consumer movie-viewing methods. Editorial Friend (06), 84-88. https://doi.org/10.13786/j.cnki.cn14-1066/g2.2019.6.015
Zhang, J. 2018. Existing problems and Development Countermeasures of Chinese Online Big Movies. Movie Literature, No.709(16), 19-21. https://kns.cnki.net/kcms/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2018&filename=DYLX201816006&v=MzI1OTVGWW9SOGVYMUx1eFlTN0RoMVQzcVRyV00xRnJDVVI3cWZidWRtRkN2blZMN0pJVFRIZHJHNEg5bk5xWTk=