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本研究采用CATI(电脑辅助电话调查)系统、运用RDD抽样方法在北京、成都、广州三个城市采集了849人份具有推论意义的样本,分析了在电视、PC互联网、移动互联网、社交媒体、DVD/VCD等多元影像传播渠道冲击下的电影院消费状况,以及电影信息的传播状况。数据分析发现,我国影像消费的多元渠道时代已经形成;作为传统媒体的电影院消费群体呈现出低龄化、高学历化、高收入化的特征,消费群体的结构与网络群体的结构特征非常相似,即电影院有新影像拓展的受众基础;影像消费的渠道选择出现一定的地域差异;电影信息获取渠道呈现复合化,人际传播依旧是重要渠道。
This research uses the CATI (Computer Assisted Telephone Survey) system to collect 849 inferred samples in Beijing, Chengdu and Guangzhou using RDD sampling method, and analyzes the implication of using the RDD sampling method in TV, PC Internet, mobile Internet, social media, DVD / VCD and other multivariate video channels under the impact of the cinema consumption, and the dissemination of movie information. Data analysis shows that the era of multiple channels of video consumption in our country has been formed. As the traditional media, the consumer groups of theaters show the characteristics of younger age, higher education and higher income. The structure of consumer groups is very similar to that of the network groups, that is, Cinemas have the audience base of new image expansion; there are some geographical differences in the choice of channels for image consumption; the channels for obtaining movie information are complex and interpersonal communication is still an important channel.