A Study On The Influencing Factors Of College Students’ Willingness To Watch Main Melody Film And Television Drama

The main melody film and television drama are film and television drama that convey the country’s mainstream ideology,promote national culture and social core values,and reflect the national spirit.They undertake the responsibility of disseminating social consensus,mainstream values,and ideology.In recent years,the main melody film and television drama have begun to show a new development,and works that are loved by audiences,especially young audiences,continue to emerge,which have aroused wide acclaim and heated discussions among the audience.College students are an important backup force for the development of the country.Therefore,it is of great social significance for the development of the country and society to study the influencing factors of college students’ willingness to watch the main melody film and television drama.It also has important practical significance for the development of the main melody film and television drama.In addition,most of the previous related studies on main melody film and television drama were carried out with qualitative research methods,and this study can supplement the empirical research on main melody film and television drama.This paper mainly adopts the method of literature research and questionnaire survey.Firstly,a literature review is carried out on the domestic and foreign related research on the main melody film and television drama and audience viewing behavior.Secondly,based on the technology acceptance model and motivation model,the perspective of uses and gratifications research is introduced,and a research model of the influencing factors of college students’ viewing intention of the main melody film and television drama is constructed.Finally,this study finds the path relationship among the variables included in the research model and the mediating effect of the variables through empirical analysis,then tests the research hypothesis,and verifies the research model and draws the research conclusion.The study found that,first of all,college students’ willingness to watch the main melody film and television drama is mainly affected by subjective norm,positive expected emotion,perceived usefulness,perceived enjoyment and perceived ease of use;second,perceived ease of use and subjective norm affect viewing intention by influencing perceived usefulness,positive expected affect,and perceived enjoyment;finally,positive anticipatory affect mediates the relationship between perceived usefulness and viewing intent.The variables are ranked according to the effect on the viewing intention of the main melody film and television drama,followed by subjective norm,positive expected emotion,perceived usefulness,and perceived enjoyment and perceived ease of use.In terms of the influence of individual characteristic differences on viewing intentions,compared with natural sciences,college students majoring in humanities and social sciences show stronger viewing intentions.Finally,based on the research results,this paper conducts further discussions,and puts forward suggestions for the future narrative and communication strategies of the main melody film and television drama.