Research on the Influence of Internet Publicity of Movie on College Students’ Movie-watching Behavior

Chun MAO


This study uses a questionnaire survey to explore the influence of movie publicity in new media era on college students’ movie-watching behavior. The study shows that: 1. The frequency of contacting movie publicity and movie-watching of college students are both quite high. More than 99% of college students surveyed have at least one contact with movie publicity information every month; all the students surveyed watch at least one movie every month. 2. College students’ recognition of public reviews on the Internet is relatively low and they are skeptical to the authenticity of most of these reviews. 3. Reviews from acquaintances have a great influence on college students’ movie-watching behavior and the recognition is also relatively high. 4. Move trailers are the most acceptable movie publicity ways for college students, but the forms and characteristics of movie trailers need to be enhanced.


College students; Movie publicity; Movie-watching behavior

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