Research On Influencing Factors Of Users’ Movie Viewing Behavior Based On Social Media Marketing

Social media is a new media,which is different from television and newspaper.It is a new media that allows users to independently produce content,share views and exchange information.In recent years,social media marketing has sprung up in various domestic industries.The gradually expanding social media market has also stimulated the enthusiasm of social media marketing in many industries,including the film industry.In view of the characteristics of social media marketing different from traditional media marketing,the research on the influencing factors of users’ viewing behavior under the social media marketing scenario not only enriches the theoretical research in the field of film social media marketing and users’ viewing behavior,but also provides guidance for film enterprises on how to scientifically and effectively carry out social media marketing.Therefore,based on the relevant theories such as information search and adoption theory,user acceptance and use theory,consumer attitude theory and stimulating organism response theory,as well as the literature review of film social media marketing and user viewing behavior,this paper takes the users with social media use experience as the main survey object,and comprehensively uses the research methods of literature combing,focus group interview,questionnaire survey and statistical analysis This paper discusses the influencing factors of users’ viewing behavior based on social media marketing from the three dimensions of platform and marketing information.Firstly,on the basis of expounding the connotation and characteristics of social media and social media marketing,the paper combs the existing research on film social media marketing and user viewing behavior,and summarizes and analyzes the characteristics and influencing factors of consumer viewing behavior based on social media marketing in the form of focus group interview.Secondly,based on the S-O-R model,the paper constructs the influencing factor model of user viewing behavior based on social media marketing.The influencing factors include the information quality and value of marketing information,the social impact of users and the platform function of platform,and takes the user’s cognitive attitude and emotional attitude in consumer attitude theory as intermediary variables,The use experience of social media is introduced as the regulating variable and the viewing behavior is taken as the dependent variable.And then the hypothesis is verified by correlation analysis,regression analysis,mediation analysis and regulation analysis.The results show that information quality,information value and social impact have a significant impact on movie viewing behavior through the intermediary of users’ psychological attitude,platform function directly affects users’ movie viewing behavior,and social media use experience negatively regulates the impact of social impact on users’ emotional attitude.Finally,with the research conclusion,the paper provides relevant suggestions on film social media marketing,which is in order to provide reference for film enterprises to improve the effect of social media marketing.