面向市场的粤剧电影——观影动机对观众了解粤剧文化意愿的影响研究

Market-oriented Cantonese Opera Films:Influence of Movie-Watching Motivation on Audiences' Willingnessto Understand Cantonese Opera Culture

粤剧电影作为一种跨媒介的艺术形式,承载了弘扬传统戏曲文化的责任,而市场是检验粤剧电影传播效果的主要标准。观影意愿对了解粤剧文化意愿有显著正向影响;外在动机对观影意愿影响不显著,但对了解粤剧文化意愿影响显著;内在动机中,自我呈现对观影意愿影响显著,但对了解粤剧文化意愿影响不显著,而IP熟悉度对两者影响都显著;观影意愿在外在动机和了解粤剧文化意愿间不存在中介效应,在自我呈现和了解粤剧文化意愿间存在完全中介效应,在IP熟悉度和了解粤剧文化意愿间存在部分中介效应。

As a cross-media art form,Cantonese opera film naturally bears the responsibility of promoting traditional opera culture,and facing the market is the main challenge to play its role.This paper attempts to construct a model of Cantonese opera film audience's willingness to understand Cantonese opera culture,and provide a reference for Cantonese opera films to respond to market expectations.The willingness to watch movies has a significant positive impact on the willingness to understand Cantonese opera culture.Extrinsic motivation has no significant effect on the willingness to watch movies,but has a significant impact on the willingness to understand Cantonese opera culture.Among the intrinsic motivations,self-presentation has a significant impact on the willingness to watch movies,but it has no significant impact on the willingness to understand Cantonese opera culture,while IP familiarity has a significant impact on both.The willingness to watch movies does not play a mediating role between external motivation and the willingness to understand Cantonese opera culture,having a complete mediating effect between self-presentation and understanding of Cantonese opera culture and a partial intermediate effect between IP familiarity and understanding Cantonese opera culture.