Abstract
The Chinese film industry is showing signs of recovery in the post-epidemic era, but with the explosion of short videos and short dramas, the film market has been squeezed rapidly. Exploring the factors that affect consumers’ willingness to pay for movie watching has an important impact on the recovery of the film industry. Among the many factors that affect consumers’ willingness to pay for movie watching, exposure to self-media film reviews has become increasingly important. Based on the Theory of Planned Behavior, this study uses a questionnaire survey to conduct a statistical analysis, intending to explore how exposure to self-media film reviews affects consumers’ willingness to pay for movie watching. The study found that the influence of self-media film reviews on users’ movie choices is multifaceted. Users’ perceptions of value and emotional experiences with paid movie viewing significantly affect their attitudes toward accepting movie reviews and recommendations. These findings provide theoretical support for film marketing and audience decision-making.
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