Star power as quality signal or marketing effect? A path analysis on China's motion-picture industry

IF 2.8 3区 经济学 Q2 BUSINESS, FINANCE
Lili Kang, Fei Peng
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引用次数: 0

Abstract

This study investigates the relationship between star power, artistic excellence, and the commercial success of Chinese movies from 2009 to 2018 based on a two-path structural model. Artistic excellence was measured based on industry recognition; more specifically, the winners of seven major movie awards in the greater China region, which reflect the critical and popular evaluations of reviewers and consumers. The commercial success was measured by box office performance and the level of buzz among the audience. While the paths of artistic excellence and commercial movie success are essentially separable, as well as conceptually and empirically distinct, movie star power may influence both. Our findings indicate that star power had negative signal effects on critical and popular evaluation as well as industry recognition, but positive marketing effects on critical and popular buzz as well as box office performance. Indeed, star power has indirect positive effects that can outweigh its negative effects. Thus, star power is the key to success in these two seemingly unrelated paths in China. Moreover, these findings have several implications for international investors, producers, actors, and directors who are participating in the Chinese motion picture industry.

明星效应是质量信号还是营销效应?中国电影产业的路径分析
本研究基于双路径结构模型,探讨了 2009 年至 2018 年中国电影的明星效应、艺术成就和商业成功之间的关系。艺术成就的衡量标准是行业认可度,更具体地说,是大中华地区七大电影奖项的获奖者,这些奖项反映了评论家和消费者的批评和大众评价。商业上的成功则通过票房表现和观众的反响程度来衡量。虽然电影的艺术成就和商业成功在本质上是可以分开的,在概念和经验上也是截然不同的,但电影明星的力量可能会对两者都产生影响。我们的研究结果表明,明星效应对评论和大众评价以及行业认可度有负面的信号效应,但对评论和大众讨论以及票房表现有正面的营销效应。事实上,明星效应所产生的间接正面效应可能会超过其负面效应。因此,在中国,明星效应是这两条看似互不相关的道路取得成功的关键。此外,这些发现对参与中国电影业的国际投资者、制片人、演员和导演也有一些启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
143
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