【摘要】 长期以来，电影产业主要依据休闲时间来评估消费者需求并据此安排档期等，但这种方法会带来一系列不良后果。本文按照消费者理性决策的行为逻辑，以动机效价理论为框架构建出“信任—动机力”模型来评估电影消费需求。该模型包含了观影偏好匹配度、观影难度、信任程度、演职人员知名度等影响消费者观影动机力的因素，借此可以更为全面地分析消费者需求，并为解决我国电影市场需求评估以及供需错配问题提供参考。更多还原

【Abstract】 The film industry has long assessed consumer demand and structured its operations around leisure time, an approach that has had a number of negative consequences. Following the behavioral logic of rational decision-making of consumers, this paper constructs a "trust-motivation force" model to analyze the movie consumption demand based on the motivation-valence theory. This model includes such factors as preference matching degree, consumption difficulty, trust, popularity of key cast that affect the motivation of consumers to watch films, which can analyze consumer demand comprehensively and has reference value for solving the demand assessment and the mismatch between supply and demand of Chinese film market.更多还原