earticle

영어

In the rapidly changing modern society, it is important to investigate and analyze the motivations and attitudes of media users. On the other hand, as movies are made to display the works of creators to the audience, it is critical to study consumers’ tendencies and understand their attitude and viewing behavior in choosing movies. In particular, the changes of women’s status are reflected in all aspects of social life, as well as in the field of film and cultural exchanges. Therefore, with the theme of women’s living environment, the female visual films with unique female consciousness are very popular. However, judging from the previous studies on female visual films, majority of them are about film production, and only a few studies on consumer. Accordingly, this study will master the watching motivation of consumers of female visual films, identify factors that form the watching motivation to analyze the impact of these on watching commitment and watching satisfaction. Based on the results, it can put forward a practical plan that could address the re-viewing intention of female visual film audience. Therefore, a total of 474 valid questionnaires were collected from Chinese audiences who had seen female visual films in this study. SPSSV.22.0 and AMOSV.22.0 statistical software were used for empirical analysis, and frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, structural equation model and other analytical methods were used for analysis. From the results of the study, First of all, the audience’s watching motivation has a significant positive (+) effect on watching commitment. Secondly, watching motivation has a significant positive (+) effect on watching satisfaction. Thirdly, re-viewing intention is obviously positively (+) effected by watching commitment. Fourthly, re-viewing intention is obviously positively (+) effected by watching commitment. Fifthly, watching commitment play a mediating role between watching motivation and re-viewing intention. Finally, watching satisfaction play a mediating role between watching motivation and re-viewing intention. Sixth, there is no difference in the relationship between watching motivation, watching commitment, watching satisfaction, and re-viewing Intention according to the demographic characteristics of the audience.