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Leng Meixiang. The Influence mechanism of guizhou young consumers' purchase intention on the streaming movies. Master's Degree(Management). North Bangkok University. : North Bangkok University, 2023.
The Influence mechanism of guizhou young consumers' purchase intention on the streaming movies
Name: Leng Meixiang
keyword:
Young consumers
ThaSH:
Business Administration
-- Research
Abstract:
The emergence and development of online movies became a new phenomenon in the Chinese film market. "Streaming movies," as the name implies, indicated that movies were broadcast on major online platforms, such as Youku, iQiyi, and Tencent, for distribution through online platforms. From the economic development perspective, online movies would currently show stable growth and inevitably experience a stage of rapid development in the coming future. Regarding the current situation, online movies should be improved with more audience online with unique attractions and values to optimize the market for sustainability. The purpose of this study was to investigate the significant difference in young consumers' purchase intention on streaming movies with different control variables (gender, age, education, and income); to examine the influencing mechanism of the Guizhou young consumers' purchase intention based on movie word of mouth, consumer attitude, and perceived value; and to put forward feasible suggestions on buying intention of streaming movies by improving young consumers' attitudes and perceptions. Four hundred eighty-six completed questionnaires of young Guizhou consumers were collected through the online WeChat platform by random sampling in March 2023. The results showed that movie word of mouth, consumer attitude, and perceived value significantly impacted purchase intention on streaming movies. Another supportive dimension of variables based on active search, relationship strength, perceived risk, perceived quality, perceived fit, sentimental value, social value, and functional value, would also be essential for using online movie platforms.
North Bangkok University
Address:
BANGKOK
Email:
library@northbkk.ac.th
Name: Watt Mong Kwan Jacky
Role:
Advisor
Created:
2023
Modified:
2025-10-21
Issued:
2025-10-21
วิทยานิพนธ์/Thesis
application/pdf
eng
Spatial:
Guizhou
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Management
Grantor: North Bangkok University
©copyrights North Bangkok University
RightsAccess:
ใช้เวลา
0.055557 วินาที
Leng Meixiang
| Title | Contributor | Type |
|---|---|---|
| The Influence mechanism of guizhou young consumers\' purchase intention on the streaming movies
มหาวิทยาลัยนอร์ทกรุงเทพ Leng Meixiang | Watt Mong Kwan Jacky | วิทยานิพนธ์/Thesis |
Watt Mong Kwan Jacky