孤独还是享受——影院独自观影者的动机、体验与行为研究被引量：1

Loneliness or Enjoyment Study on Motivations,Attitudes and Behaviors of Alone Film Viewers in Cinema

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摘要随着观影消费的普及和娱乐方式的多样化,影院独自观影的现象正在兴起。什么样的心理机制驱动了人们选择独自观影?本研究以线上问卷调查的方式收集数据,分析独自观影者的观影动机和观影行为的特征,探究观影动机和独处心态如何影响人们对观影模式的选择。研究发现,相比结伴观影者,独自观影者平均每月前往影院观影的次数更多。相比被动选择独自观影者,主动选择独自观影者更愿意去影院“二刷”电影;在观影动机上,他们较少会出于陪伴他人的目的而观影;在观影体验上,他们更享受由独自观影带来的安静、便捷与自由。电影产业经营者应调整市场战略,以回应当代人对于个性化观影体验的更高要求。 With the growth of film consumption and the diversification of entertainment,more people watch movies alone in cinema.What motivates the alone viewers?What is the underlying psychological mechanism of such behaviors?The current research collected data from two online surveys,examined the behaviors and motivations of alone film viewers,and further explored the effects of motivations and the attitudes to solitude on the choice of whether watching movies alone.In study 1,we compared alone viewers with accompanied viewers,and in study 2,we compared people actively chose to watch movies alone with those did passively.Findings showed that alone viewers went to cinema more often compared to the accompanied viewers.Compared to the passive alone viewers,the active ones were more likely to watch movies again in cinema,less likely to be motivated by accompanying others and more likely to enjoy the quietness,convenience and ease of watching alone.Film industry operators in China should improve marketing strategies to meet the booming demand of personalized movie-watching experience of modern consumers.

作者徐禕何舒涵 Xu Yi;He Shuhan

机构地区上海交通大学上海交大—南加州大学文化创意产业学院复旦大学社会发展与公共政策学院

出处《文化产业研究》 2021年第2期75-91,共17页 Cultural Industry Research

基金上海交通大学上海交大—南加州大学文化创意产业学院所属紫竹中美网络视听传媒管理联合研究中心的专项研究基金 2020年上海交通大学智库引导性研究基金的阶段性研究成果。

关键词独自观影者观影行为动机独处心态文化消费 Alone Film Viewers Viewing Behaviors Motivations Attitudes to Solitude Cultural Consumption

分类号 J943.13 [艺术—电影电视艺术]

作者简介徐禕(1980—),上海人,上海交通大学上海交大—南加州大学文化创意产业学院副研究员。研究方向为传播心理学。;何舒涵(1996—),山西人,复旦大学社会发展与公共政策学院硕士生。研究方向为社会心理学。