Unveiling the mediating role of cultural trade and domestic identity in Chinese consumer engagement with foreign films and TV series.

ABSTRACT: The research adopts a comprehensive methodological framework to investigate the influence of foreign films and TV series on the behavior of Chinese consumers. Rooted in a thorough review of existing literature, the study implements questionnaire surveys to gather primary data from 786 meticulously selected respondents. Initial data analysis through descriptive methods is subsequently refined via Partial Least Squares Structural Equation Modeling to elucidate complex interrelationships among the variables under consideration. The findings of the study indicate a growing consumer inclination towards foreign films and TV series in China. Notably, the cultural construct labeled 'Misunderstood' emerges as a critical determinant, underscoring the significance of cultural literacy in the consumpt

SUBMITTER: Yuan S 

PROVIDER: S-EPMC11649089 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature