| With the continuous upgrading and expansion of Internet technology and network coverage,it has become a common art consumption activity to watch movies on video website using various mobile devices and computers.Video website film viewing,with its unique characteristics of "diversity","convenience" and "interactivity",has been accepted by more and more film lovers and become one of the important means to meet people's spiritual needs.It is of great significance for the healthy development of films in the market of brand video website to study the movie-watching behavior of users of brand video website.However,the academic research system for the analysis of film viewing behavior on brand video website is still immature,lacking in the scientificity and applicability of theoretical system and analysis method,which is far from meeting the development needs of brand video website and online film.Therefore,it is of great theoretical and practical significance to study the movie-watching behavior of users of video website for the scientific analysis and prediction of the characteristics of users' movie-watching behavior and the efficient development of film art production and influence activities on video website.This article adopts the method of combining the theory and application research,through the theoretical research to build the brand video website movie viewing behavior theory system,and the law of in the study of film viewing behavior patterns,on the basis of summary and brand video web site features,according to the brand video website movie viewing environment,determine the factors that affect the user movie viewing behavior,and puts forward implementation countermeasure.The main research contents of this paper include the following five aspects:The first,it systematically summarizes and analyzes the relevant theoretical researches on domestic and foreign brand video websites and movie-watching behaviors;The second,based on the general theory of film watching behavior,combining with the characteristics of brand video website,define the connotation of film watching behavior of brand video website;The third,on the basis of kotler's "stimulus-black-box-response" consumption behavior analysis framework,combined with the relevant research results in the field of film and television art viewing behavior,design the brand video website user movie viewing behavior analysis framework and its components;The fourth,use the sampling survey method to collect the first-hand materials of the movie watching behavior of the users on the brand video website,and on this basis,summarize the characteristics of the movie watching behavior of the users on the brand video website;The fifth,based on the characteristics of users' movie-watching behaviors on the brand video website,this paper puts forward some countermeasures and Suggestions to promote the film creation on the brand video website and the film market development on the brand video website.The main innovation points of this paper are four aspects: first,it defines the concept and characteristics of brand video website movie watching behavior;The second is to build the analysis framework of brand video website movie watching behavior;Third,developed the brand video website user viewing behavior survey questionnaire;Fourth,based on the characteristics of users' movie-watching behavior,this paper puts forward the optimization strategy of video website. |
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