Research On Movie Preference Based On Joint Analysis

In recent years,as China' s economy has grown rapidly and steadily,residents' living standards and disposable incomes have continued to increase,and people ' s willingness to spend has changed dramatically.Consumer demand has long since moved from meeting the needs of basic survival to meeting the needs of spiritual life.In this context,the Chinese film industry has also ushered in a golden period of rapid development.According to statistics,young viewers aged 19 to 35 in China account for more than 80%of cinema audiences.Under normal circumstances,college students(single-educated undergraduates and junior college students)are between 17 and 22 years old,which happens to be the main audience of the movie.Therefore,studying the preference of college students'films reflects the preference of the main group of movie consumers to a certain extent,which provides a reference for film companies to grasp the market in time and formulate corresponding market strategies.Based on the related theories of consumer behavior,consumer preferences and product attributes,this paper determines that consumer movie preference is used to study consumer movie preferences,and selects a group of university students who are an important part of the Chinese movie consumer group as research objects.First of all,taking Changsha University students as samples,after market surveys,consulting related materials,and conducting expert consultations,the important attributes and attribute levels of movies that have significant influence are determined;secondly,the attributes of the films are determined by the statistical analysis software SPSS.Attribute levels are combined to form a series of representative movies,and then into a college student movie preference questionnaire;then,students are asked to rate these movies according to the nine-point Likert scale;finally,use the SPSS software.In the CONJOINT module,based on the basic principles of joint analysis,the collected data were analyzed and collated,and the relative importance of group film attributes and utility values of attribute levels were obtained.According to gender,professional classification,male and female college students movie attributes were obtained.Relative importance and level utility value,relative importance and level utility value of arts and sciences college students' films;use of cluster analysis function of SPSS software to classify college students who value the same attribute into one category and conduct market segmentation;use of maximum utility model,come to each virtual movie Field share.The results of the study show that when college students choose a movie,they most value the type of movie,and animation/comedy movies are most popular with college students.Movie site ratings,or word-of-mouth,are also important for college students to choose movies,second only to movie types,and generally they will choose films with higher ratings.In terms of movie production,European and American movies are most favored by university students,followed by domestic movies.In terms of scripts,college students have a higher degree of preference for films based on such scripts because of the large number of fans who have accumulated early on in online fiction and games.In the choice of starring,compared to the idolist actor,college students are more likely to act as good performers.In the direction of directors,well-known directors are more trusted by college students.In the choice of 2D movies and 3D movies,college students are more willing to choose 2D movies.