Research on the Impact Mechanism of Consumption Willingness of Young Consumer Groups-Taking Guizhou Region as the Demonstration

Abstract

In recent years, it can be seen that the development of the film industry is thriving, both from the number of screens across the country, and the average annual number of people across the country, are rising in a straight line. The outbreak of COVID-19 in 2020 has made the film industry a bumpy one. The government has introduced policies to encourage, such as tax exemption, film fund subsidies. The emergence and development of online movies is a new phenomenon in China's film market. "Internet movies", as the name implies, plays movies on major online platforms, such as Youku, iQiyi, Tencent, etc., referred to as "Aiyouteng". According to statistics, the total active volume of these three platforms reached 1.11 billion. With its general film attributes and special characters and drama mode, the network big film has emerged in a few years, and has become a relatively popular film genre and phenomenon in recent years. Therefore, this topic takes Guizhou region as a demonstration to explore the influence mechanism of the consumption willingness of young consumer groups in online movies.