Unveiling the mediating role of cultural trade and domestic identity in Chinese consumer engagement with foreign films and TV series

The research adopts a comprehensive methodological framework to investigate the influence of foreign films and TV series on the behavior of Chinese consumers. Rooted in a thorough review of existing literature, the study implements questionnaire surveys to gather primary data from 786 meticulously selected respondents. Initial data analysis through descriptive methods is subsequently refined via Partial Least Squares Structural Equation Modeling to elucidate complex interrelationships among the variables under consideration. The findings of the study indicate a growing consumer inclination towards foreign films and TV series in China. Notably, the cultural construct labeled 'Misunderstood' emerges as a critical determinant, underscoring the significance of cultural literacy in the consumption patterns of foreign films and TV series. Furthermore, the research highlights the mediating effect of domestic cultural identity on consumer preferences, which are further influenced by demographic factors such as age, gender, education, occupation, and income. By integrating economic theories of consumer choice with trade theories related to cultural exchange, the study offers an in-depth analysis of the market dynamics governing foreign films and TV series consumption in China. The implications point to substantial opportunities for content that is culturally resonant, providing valuable strategic insights for marketers and content creators operating within this complex and evolving landscape.