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

Abstract

Can a wider film niche width increase market performance and what effect does it have on audience satisfaction, and through what mechanism? Based on the integrated perspective of firm behavior and audience perception, this paper uses 1466 genre films released in the Chinese market from 2015 to 2019 as research objects, measures the film niche width by the number of genres of each film, and employs OLS regression, Heckman two-stage model and fractional logit regression to conduct multi-dimensional empirical tests. We find that film niche width significantly increases the number of audiences who pay attention to and watch the film, thereby improving the film's market performance; but it significantly decreases the audience's satisfaction. After endogeneity and robustness tests, the conclusions still hold. We also find that as the film niche width increases, the number of mixed and integrated film genres increases, making it harder for audiences to perceive and recognize the preset genres, thus reducing the perceived typicality. Further research shows that perceived film typicality plays a mediating role between film niche width and audience satisfaction, indicating that films with wider niche width can improve audience satisfaction by enhancing perceived film typicality. This paper identifies the key role of perceived film typicality in the relationship between film niche width and market performance, expanding and deepening existing research on how niche width affects firm performance.