Study On The Motivation And Behavior Of Cinematic Documentary Audience

In recent years,with the rapid development of China’s film market,it has provided an important external basis and guarantee for many documentaries to enter the cinema.Although compared with commercial films,cinema documentaries are still a niche market,but with the development trend of the film market,the audience population of documentaries should not be underestimated,and documentaries need to be watched by the audience.To develop more documentary audiences,it is necessary to have an understanding of the audience’s motives and behavior patterns.However,there has been little research on the audience of documentaries in China,so it is of great theoretical and practical significance to discuss the audience’s moviewatching behavior and motivation.This study for documentary of the audience as the object,combined with the motivation theory,consumer behavior theory and other research about audience motives and behavior,on the basis of the in-depth interviews,grounded theory built theaters documentary audience viewing motivation model,respectively from the spontaneous demand(entertainment,selfrealization,film character expectation,interests,habits and external drive(social interaction,cinema media properties,branding)two motivation level,design questionnaire,in order to explore documentary of the audience viewing the motivation and behavior.Through questionnaire survey results and SPSS software tools,through descriptive analysis,reliability and validity test,variance analysis,correlation and regression analysis,etc.,the author analyzed the audience’s movie-watching motivation,movie-watching behavior and the influence relationship between them.In addition,the study also examined the differences of audience’s motives under different demographic variables.According to the research findings,firstly,the audience mainly has 7 motives for going to the cinema to watch documentaries,which are interest habit motive,self-actualization motive,film trait and expectation motive,brand promotion motive,cinema media characteristic motive,leisure and entertainment motive and social communication motive.Secondly,the audiences are mostly young people,showing the characteristics of high educational level.With different demographic variables,there are significant differences in the audience’s motives for watching movies in the cinema records.Thirdly,the 7 major motivations and behaviors of the audience are related to each other.The brand promotion motivation has become the external motivation that has the greatest impact on the audience’s viewing behavior.The content and characteristic expectation of the film have the greatest impact on the behavioral intention of the audience after watching the film.However,the entertainment and social interaction motives with the strongest motivations of previous audiences to watch commercial films have no significant influence on the audience’s movie-watching behavior.According to the analysis results,the author provides reasonable Suggestions on content creation,management mechanism and publicity means for documentary creators,managers,publicity teams and other different objects,so as to give relevant practitioners thinking and promote the development of documentary industrialization.