Research on the Influence of Internet Publicity of Movie on College Students’ Movie-watching Behavior

Chun MAO

Abstract


This study uses a questionnaire survey to explore the influence of movie publicity in new media era on college students’ movie-watching behavior. The study shows that: 1. The frequency of contacting movie publicity and movie-watching of college students are both quite high. More than 99% of college students surveyed have at least one contact with movie publicity information every month; all the students surveyed watch at least one movie every month. 2. College students’ recognition of public reviews on the Internet is relatively low and they are skeptical to the authenticity of most of these reviews. 3. Reviews from acquaintances have a great influence on college students’ movie-watching behavior and the recognition is also relatively high. 4. Move trailers are the most acceptable movie publicity ways for college students, but the forms and characteristics of movie trailers need to be enhanced.

Keywords


College students; Movie publicity; Movie-watching behavior

Full Text:

PDF

References


Burzynski, M. H., & Bayer, D. J. (1977). The effect of positive and negative prior information on motion picture appreciation. The Journal of Social Psychology, 101(2), 215-218.

Ladhari, R. (2007). The effect of consumption emotions on satisfaction and word‐of‐mouth communications. Psychology & Marketing, 24(12), 1085-1108.

Moon, S., Bergey, P. K., & Iacobucci, D. (2010). Dynamic effects among movie ratings, movie revenues, and viewer satisfaction. Journal of Marketing, 74(1), 108-121.

People.cn. (2015, February). Monthly Movie Box Office Breaking 4 Billion Yuan in Mainland and Exceeding the US for the First Time. [DB/OL]. http://culture.people.com.cn/n/2015/0303/c172318-26624682.html, 2015.3.21.

Zhang, H. Z., Zhou, X., & Li, Z. Q. (2013). Study of the Influential Factors of Movie Satisfaction. Modern communication: Journal of Communication University of China, (11), 63-67.

Zhang, Y. (2014). Research on college students’ use and satisfaction of movie trailers in the context of new media. Press Circles, (1), 2-6.




DOI: http://dx.doi.org/10.3968/%25x

Refbacks

  • There are currently no refbacks.


Copyright (c) 2015 Chun MAO

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Share us to:   


Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
  • We only use four mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; office@cscanada.net; ccc@cscanada.net; ccc@cscanada.org

 Articles published in Cross-Cultural Communication are licensed under Creative Commons Attribution 4.0 (CC-BY).

 CROSS-CULTURAL COMMUNICATION Editorial Office

Address: 1020 Bouvier Street, Suite 400, Quebec City, Quebec, G2K 0K9, Canada. 
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net; Http://www.cscanada.org 
E-mail:caooc@hotmail.com; office@cscanada.net

Copyright © Canadian Academy of Oriental and Occidental Culture