The influence of perceived importance of marketing mix factors of movie in Douyin platform on Chinese audiences’ viewing motives and responses: A case study of movie “Hello Lihuanying” in China

Abstract

This study aims to examine the impact of exposure to marketing mix of movie on audiences’ viewing motives and responses on Douyin platform in China. Survey research was conducted with 183 viewers of the movie, “Hello, Lihuanying.” Samples were selected from purposive sampling and convenience sampling. Multiple Regressions was employed to test the proposed research hypotheses. Data analysis results reveal that (1) Exposure to marketing mix strategy significantly influenced Chinese Douyin audience' movie viewing motives, which was accountable for 71.9%, which was considered to be a high level. Product, price, place, and promotion are the significant positive predictors of respondents’ movie viewing motives; (2) Movie viewing motives significantly influenced their responses toward the movie, which was accountable for 55.3%, which is considered to be in the medium level. Among eight motives, relaxation, habit, and entertainment were significant predictors of audiences’ responses toward the movie on Douyin.