This study addressed a critical gap in understanding the drivers of movie consumption during digital transformation and streaming platform proliferation. It examined the direct effects of three core dimensions—social value, functional value, and emotional value—on movie consumption behavioral intention, alongside the mediating mechanism of satisfaction. Data were collected via questionnaire surveys administered to cinema audiences in Eastern China and through Wenjuanxing online platform, yielding 1089 valid responses. Statistical analysis was conducted using SPSS 26.0, and Structural Equation Modeling (SEM) was performed employing AMOS 26.0. Findings indicate significant positive direct effects of social value and emotional value on movie consumption behavioral intention. Furthermore, these value dimensions indirectly enhance movie consumption behavioral intention through the mediating influence of satisfaction. In contrast, functional value demonstrates no significant direct effect on either movie consumption behavioral intention or satisfaction. Satisfaction serves as a significant mediator in the relationships between both social value and emotional value, and movie consumption behavioral intention. This study elaborated the distinct pathways through which varied perceived value dimensions operate and empirically validates the mediating role of satisfaction within movie consumption decision-making. For the movie industry, these insights suggest prioritizing social engagement and emotional resonance to optimize offerings, establishing dynamic satisfaction monitoring, and designing member incentives targeting these values to foster sustained behavioral activation. This provides empirically grounded guidance for refining marketing strategies and experiential enhancements.
Zhao et al. (Wed,) studied this question.