生态位宽度、观众感知与市场绩效——来自中国电影市场的证据

Niche Width,Audiences’Perceptions and Market Performance——Evidence from Chinese Film Market

电影生态位宽度越宽,其市场绩效是否越高,这会对观众满意度产生什么影响,以及通过什么影响机制发挥作用?本文基于企业行为和观众感知整合视角,以2015—2019年在中国市场上映的1466部类型电影作为研究对象,利用每一部电影的类型数量来衡量电影生态位宽度,运用OLS回归、Heckman两阶段模型、分数逻辑回归等方法对上述问题进行了多维度实证检验。研究发现,电影生态位宽度会显著提高关注电影的观众数量和观影规模,从而提高电影的市场绩效;但显著降低了观众对电影的满意度,且经过内生性检验和稳健性检验,结论依然成立。本文还发现,随着电影生态位宽度的增加,电影杂糅和融合的电影类型数量会增多,观众感知和识别电影中预置的电影类型的难度就会增大,观众感知的电影典型性程度会降低。进一步研究发现,观众感知的电影典型性程度在电影生态位宽度与观众满意度之间发挥了中介效应,表明宽生态位宽度的电影可以通过提升观众感知的电影典型性程度来提高观众的满意度。本文的研究识别了观众感知的电影典型性程度在电影生态位宽度与市场绩效关系间所扮演的关键角色,拓展和深化了生态位宽度影响企业绩效的现有研究。

Can film’s niche width increase the box office performance?How does film’s niche width influence consumer’s satisfaction?Through what mechanism does it work?Using the data of 1466 genre films released in the Chinese market from 2015 to 2019,this paper uses the number of genres of each film to measure the niche width,and employs OLS regression,Heckman two-stage model and fractional logit regression to examine the mentioned questions above from the integrated perspective of firm behavior and consumer perception.We find that the film niche width significantly increases the numbers of audiences both who pay attention to the film and who watch the film,thereby improving the film market performance;but it significantly decreases the audience’s satisfaction.After endogeneity test and robustness test,the conclusion still holds.We also find that as the niche width increases,the number of the film spanning genres increases,and the difficulty for the audience to perceive and recognize the preset film genres increase,so the audience’s ability to perceive the film typicality decreases.Further we find that the audience’s ability to perceive the film typicality plays a mediating role between the film’s niche width and the audience’s satisfaction,indicating that films with wider niche can improve the audience’s satisfaction though audiences’ability to perceive the typicality.This paper deepens the research on the impact of niche width on firm performance and provides new evidence for the theory of niche width.