Yuan Sheng, Huang Wei-Lun, Chen Zhihan, Yin Hengbin
School of Humanities and Arts, Ningbo University of Technology, Ningbo, China.
School of Finance and Trade, Wenzhou Business College, Wenzhou, China.
PLoS One. 2024 Dec 16;19(12):e0314416. doi: 10.1371/journal.pone.0314416. eCollection 2024.
The research adopts a comprehensive methodological framework to investigate the influence of foreign films and TV series on the behavior of Chinese consumers. Rooted in a thorough review of existing literature, the study implements questionnaire surveys to gather primary data from 786 meticulously selected respondents. Initial data analysis through descriptive methods is subsequently refined via Partial Least Squares Structural Equation Modeling to elucidate complex interrelationships among the variables under consideration. The findings of the study indicate a growing consumer inclination towards foreign films and TV series in China. Notably, the cultural construct labeled 'Misunderstood' emerges as a critical determinant, underscoring the significance of cultural literacy in the consumption patterns of foreign films and TV series. Furthermore, the research highlights the mediating effect of domestic cultural identity on consumer preferences, which are further influenced by demographic factors such as age, gender, education, occupation, and income. By integrating economic theories of consumer choice with trade theories related to cultural exchange, the study offers an in-depth analysis of the market dynamics governing foreign films and TV series consumption in China. The implications point to substantial opportunities for content that is culturally resonant, providing valuable strategic insights for marketers and content creators operating within this complex and evolving landscape.
该研究采用了一个全面的方法论框架来调查外国电影和电视剧对中国消费者行为的影响。基于对现有文献的全面回顾，该研究实施了问卷调查，以从786名精心挑选的受访者那里收集原始数据。通过描述性方法进行的初步数据分析随后通过偏最小二乘结构方程模型进行细化，以阐明所考虑变量之间的复杂相互关系。研究结果表明，中国消费者对外国电影和电视剧的喜爱程度在不断上升。值得注意的是，被标记为“误解”的文化结构成为一个关键决定因素，凸显了文化素养在外国电影和电视剧消费模式中的重要性。此外，该研究强调了国内文化身份对消费者偏好的中介作用，而消费者偏好还受到年龄、性别、教育程度、职业和收入等人口因素的进一步影响。通过将消费者选择的经济理论与文化交流相关的贸易理论相结合，该研究对中国外国电影和电视剧消费的市场动态进行了深入分析。其启示指出了具有文化共鸣的内容存在大量机会，为在这一复杂且不断演变的领域运营的营销人员和内容创作者提供了有价值的战略见解。
