Market-oriented Cantonese Opera Films:Influence of Movie-Watching Motivation on Audiences'Willingness to Understand Cantonese Opera Culture
As a cross-media art form,Cantonese opera film naturally bears the responsibility of pro-moting 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 op-era 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 motiva-tions,self-presentation has a significant impact on the willingness to watch movies,but it has no signifi-cant impact on the.willingness to understand Cantonese opera culture,while IP familiarity has a signifi-cant impact on both.The willingness to watch movies does not play a mediating role between external mo-tivation 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.
Cantonese opera filmscommunication effectdigital humanitiesmotivationCanton-ese opera culture
万方数据
