IDEAS home Printed from https://ideas.repec.org/a/plo/pone00/0315726.html
   My bibliography  Save this article

Factors that influence consumer viewing behavior in large-scale preview screenings in Chinese film market

Author

Listed:
  • Cong Shen
  • Xin Hao

Abstract

The large-scale preview screenings during the summer season of 2023 hit box office records in the Chinese film industry. The rising box office earnings of widely distributed films indicate an increasing consumer propensity to watch movies in the post-pandemic period. Nevertheless, there is a lack of research about the consumption patterns associated with large-scale preview screening activity. This study examines the determinants of large-scale preview screening behavior by building a research model based on the theory of planned behavior. After interviewing 251 consumers from Zhengzhou, a newly selected first-tier city in China, we used Amos to analyze their patterns in attending large-scale preview screenings. According to our empirical study, consumers’ intention to watch movies on large-scale preview screening is positively and significantly affected by their perceived behavioral control, social network, and consumption expectation. Perceived behavioral control had the most significant influence, followed by social network and consumption expectation. These elements have a favorable and significant influence on consumers’ intention to watch movies. This study examines the main factors that influence consumers’ movie-watching habits and identifies the behavioral patterns that affect large-scale preview screening cinema attendance. The findings of this study can be a reference for increasing consumers’ passion for watching films. It offers vital recommendations for the recovery and sustainable growth of China’s film market in the post-pandemic period.

Suggested Citation

  • Cong Shen & Xin Hao, 2024. "Factors that influence consumer viewing behavior in large-scale preview screenings in Chinese film market," PLOS ONE, Public Library of Science, vol. 19(12), pages 1-16, December.
    • Handle: RePEc:plo:pone00:0315726
    DOI: 10.1371/journal.pone.0315726
    as

    Download full text from publisher

    File URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0315726
    Download Restriction: no
    File URL: https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0315726&type=printable
    Download Restriction: no
    File URL: https://libkey.io/10.1371/journal.pone.0315726?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Domenico Sardanelli & Agostino Vollero & Alfonso Siano & Gianmaria Bottoni, 2019. "Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services," Electronic Commerce Research, Springer, vol. 19(3), pages 549-574, September.
    2. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    3. Nerea Alejandra Ramírez-Castillo & Jéssica Müller-Pérez & Ángel Acevedo-Duque & Sheyla Müller-Pérez & Romel Ramón González-Díaz & Jorge Suarez Campos & Luiz Vicente Ovalles-Toledo, 2021. "Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    4. Pat Auger & Timothy Devinney, 2007. "Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions," Journal of Business Ethics, Springer, vol. 76(4), pages 361-383, December.
    5. Jingnan Zhang & Shichun Xu & Zhengxia He & Chengze Li & Xiaona Meng, 2022. "Factors Influencing Adoption Intention for Electric Vehicles under a Subsidy Deduction: From Different City-Level Perspectives," Sustainability, MDPI, vol. 14(10), pages 1-24, May.
    6. Elif Ülker-demirel & Erkan Yıldız, 2020. "The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude," Istanbul Business Research, Istanbul University Business School, vol. 49(2), pages 339-359, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yingying Zhang Zhang & Chun Yee Wong & Alessandro Comai, 2024. "Child Labor in Social Media: Exploring a Decade of YouTube Data," Working Papers EMS_2024_04, Research Institute, International University of Japan.
    2. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
    3. Joachim P. Hasebrook & Leonie Michalak & Anna Wessels & Sabine Koenig & Stefan Spierling & Stefan Kirmsse, 2022. "Green Behavior: Factors Influencing Behavioral Intention and Actual Environmental Behavior of Employees in the Financial Service Sector," Sustainability, MDPI, vol. 14(17), pages 1-35, August.
    4. Daniel Baier & Theresa Maria Rausch & Timm F. Wagner, 2020. "The Drivers of Sustainable Apparel and Sportswear Consumption: A Segmented Kano Perspective," Sustainability, MDPI, vol. 12(7), pages 1-21, April.
    5. Alex Hiller & Tony Woodall, 2019. "Everything Flows: A Pragmatist Perspective of Trade-Offs and Value in Ethical Consumption," Journal of Business Ethics, Springer, vol. 157(4), pages 893-912, July.
    6. Lars Petersen & Jacob Hörisch & Kathleen Jacobs, 2021. "Worse is worse and better doesn't matter?: The effects of favorable and unfavorable environmental information on consumers’ willingness to pay," Journal of Industrial Ecology, Yale University, vol. 25(5), pages 1338-1356, October.
    7. Etilé, Fabrice & Teyssier, Sabrina, 2013. "Corporate social responsibility and the economics of consumer social responsibility," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement (RAEStud), Institut National de la Recherche Agronomique (INRA), vol. 94(2).
    8. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    9. Jeffrey E. Stambaugh & John Martinez & G. T. Lumpkin & Niyati Kataria, 0. "How well do EO measures and entrepreneurial behavior match?," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-21.
    10. Ann Hindley, 2022. "Understanding the Gap between University Ambitions to Teach and Deliver Climate Change Education," Sustainability, MDPI, vol. 14(21), pages 1-17, October.
    11. Thøgersen, John, 2023. "How does origin labelling on food packaging influence consumer product evaluation and choices? A systematic literature review," Food Policy, Elsevier, vol. 119(C).
    12. Kaisa Vehmas & Nancy Bocken & Hannamaija Tuovila, 2024. "Understanding Consumer Attitudes Towards Sustainable Business Models—A Qualitative Study with Finnish Consumers," Circular Economy and Sustainability, Springer, vol. 4(2), pages 1487-1512, June.
    13. Yang, Xiaoke & Chen, Qiuhua & Lin, Nenmei & Han, Mengzhu & Chen, Qian & Zheng, Qiuqin & Gao, Bin & Liu, Fengbo & Xu, Zhongyue, 2021. "Chinese consumer preferences for organic labels on Oolong tea: evidence from a choice experiment," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(3), February.
    14. Vera Herédia-Colaço & Rita Coelho do Vale & Sofia B. Villas-Boas, 2019. "Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation," Journal of Business Ethics, Springer, vol. 156(3), pages 737-758, May.
    15. Jijun Gao & Pratima Bansal, 2013. "Instrumental and Integrative Logics in Business Sustainability," Journal of Business Ethics, Springer, vol. 112(2), pages 241-255, January.
    16. Robert Caruana & Sarah Glozer & Giana M. Eckhardt, 2020. "‘Alternative Hedonism’: Exploring the Role of Pleasure in Moral Markets," Journal of Business Ethics, Springer, vol. 166(1), pages 143-158, September.
    17. Cheng, Xiu & Li, Wenbo & Yang, Jiameng & Zhang, Linling, 2023. "How convenience and informational tools shape waste separation behavior: A social network approach," Resources Policy, Elsevier, vol. 86(PB).
    18. Donal Crilly, 2017. "Time and Space in Strategy Discourse: Implications for Intertemporal Choice," Strategic Management Journal, Wiley Blackwell, vol. 38(12), pages 2370-2389, December.
    19. Anne Sharp & Meagan Wheeler & Magda Nenycz-Thiel, 2023. "Myths and Realities of Retail Shopper Behaviour towards ‘Sustainable’ Brands," Sustainability, MDPI, vol. 15(24), pages 1-16, December.
    20. Osarodion Ogiemwonyi & Bilal Eneizan, 2025. "Environmental ethics and green practices in the manufacturing sector: The role of green innovation and environmental policy," Natural Resources Forum, Blackwell Publishing, vol. 49(2), pages 1257-1283, May.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:plo:pone00:0315726. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: plosone (email available below). General contact details of provider: https://journals.plos.org/plosone/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.