Research on consumer decision-making in China's film market, based on economic analysis from the perspective of signal theory and social learning

Abstract

In China film market, box office and film quality often run counter to each other, which challenges the traditional rational choice theory. Rebirth "three films as a case, combined with comparative analysis and SWOT framework, in-depth study of information asymmetry conditions, brand signals (e.g., director reputation and IP assets) and social learning mechanisms (ratings and herd behavior) affect audience decision-making processes. There are several key findings. First, director reputation as a quality signal significantly reduces audience search costs and decision-making risks when information costs are high, which allows brands to form premium effects. Second, strong IP relies on emotional assets and nostalgic utility to give consumers additional satisfaction beyond the content of the film, which weakens the positive relationship between film quality evaluation and consumption intention. Third, the rating system is not a single function: it transmits quality information on the one hand and triggers collective follow-up on the other. This social learning mechanism may distort the original market signal. In conclusion, the film consumption decision is not completely rational, and the validity of market signals is affected by the interaction of information structure and social learning mechanism.