A study on the impact of consumer perception of IP films on viewing intentions
Siyao Geng
Shanghai University of International Business and Economics
Yixin Liu
Shanghai University of International Business and Economics
DOI: https://doi.org/10.59429/bam.v6i4.8363
Keywords: IP movies, Consumer perception; Pay-per-view willingness; Marketing
Abstract
As a highly discussed topic nowadays, IP (Intellectual Property) has gained unprecedented popularity, and IP films are no exception, with immense consumption potential. This study explores the influence of consumer perceptions of IP films on their willingness to pay for viewing through empirical analysis. By analyzing questionnaire data, the author provides effective suggestions for the creation and marketing of IP films, aiming to enhance box office performance and promote the development of high-quality IP film and television works.
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