TITLE:
The Perception of Film Attractiveness and Its Effect on the Audience Satisfaction, Intention and Investment
AUTHORS:
Dongjin Yang, Xueying Zhong
KEYWORDS:
Film Attractiveness, Audience Satisfaction, Mediating Effect, Motion Picture
JOURNAL NAME:
Journal of Service Science and Management,
Vol.9 No.1,
February
5,
2016
ABSTRACT: This article adopts empirical research methods to measure the content of Chinese film attractiveness. Exploratory and confirmatory factor analysis is used to extract and verify 5 dimensions: moral education, plot, satisfaction of curiosity, entertainment and reputation. Then it analyzes the effect of the perception of film attractiveness on the audience satisfaction, intention, investment and the mediating effect of satisfaction. The findings demonstrate that: 1) satisfaction mediates film attractiveness and intention, and it also mediates film attractiveness and investment; 2) the path of film attractiveness affects audience is: perception of film attractiveness → satisfaction → intention → investment; and 3) mind purification, logic and inspiration are main factors to improve satisfaction. Overall, this research provides insightful theoretical and practical implications to the product strategy of the film industry in China.