Current Behaviours and Future Prospects of Online Film Consumption in China: A Social Marketing Perspective

Free film downloading services have gained large popularity among Chinese consumers, although there is potential film copyright losses as many of the downloading resources offer pirated films. Based on previous studies of consumer behaviour theory, social marketing and film piracy, this research was an attempt to gain an understanding of the factors that influence consumer film downloading and to discuss the role of social marketing in changing such behaviour through promoting paid online film service. The research results provided some implications for both policy makers and companies on many aspects such as enhancing consumer awareness on copyright protection, and marketing original film products. In taking these implications forward, the ultimate goal is to create a healthy environment for the development of the Chinese film industry, which has some practical significance. Key Terms: Film Piracy; Film Downloading; Paid Online Film Service