本研究出发点是本人毕业创作，其触及文艺影像创作，如何更好实现文艺创作精神，需要借鉴和研究前人创作的得失，由此开始梳理文艺片这个似乎一直都是极具争议的话题。国产文艺片的发展一直面临着许多挑战，例如人气和市场份额相对较小，票房成绩不稳定，影片数量较少，审查制度的限制以及缺乏有效的宣传和营销等问题。尽管国内众多文艺片在国外斩获大奖，但在国内依然难逃大众总结出的规律“哪怕是电影节的镀金，也终究逃脱不了不卖座的命运”。电影市场不应该只有一种声音，文艺片作为国内特有的电影片种，有着特有的社会价值、人文价值、艺术价值等。未来的电影市场，文艺片要如何提升自己的市场，冲出重围，提升电影票房，扩大受众范围，打破“叫好不叫座的”魔咒，这是我们作为文艺片电影研究者要不断寻找的答案，想要了解文艺片市场，突破文艺片市场的困境，抓住受众是第一位，为此，对国产文艺片的受众消费行为影响因素进行研究是极有必要和价值的。

  本研究使用计划行为理论作为研究的基础理论和原始模型，在计划行为理论模型基础之上引入自变量消费价值和潜变量身份认同两个变量对基础模型进行扩充，使用结构方程模型和运用 SPSS 数据分析软件对文艺片的受众消费行为影响因素进行实证研究。本研究选取 2018 年-2022 年五年时间内的国产文艺片票房排名前 25 的片单作为国产文艺片受众界定的筛选条件。因此，研究中对文艺片受众的调研结果和分析也是归属于近 5 年的时间跨度之内。研究使用问卷星进行线上问卷发放，共发放问卷 301 份，有效问卷为 247 份，通过对有效问卷进行数据分析和假设验证得出国产文艺片受众的行为态度、主观规范、知觉行为控制、消费价值、身份认同均对国产文艺片受众的消费意愿产生正向且显著性影响，知觉行为控制对消费行为会产生直接影响；行为态度和主观规范均在消费价值和消费意愿之间起中介作用，行为态度和主观规范也在在身份认同和消费意愿之间起中介作用。

  在研究数据结果的基础之上，本研究在最后对国产文艺片市场发展提出几条建议。第一，坚守文艺片的独特之处，注重内容质量、影片创意和艺术价值；第二，打造有效的文艺片营销策略与社会效应，注重建立好口碑、提升传播力和扩大影响力；第三，加大政策扶持，合理定价，更好的应对商业挑战。

  The starting point of this research is my graduation creation, which touches on the creation of literary and artistic images and how to better realize the spirit of literary and artistic creation. It is necessary to draw on and study the gains and losses of previous creators, and thus begin to sort out the seemingly controversial topic of literary films. The development of domestic literary films has always faced many challenges, such as relatively small popularity and market share, unstable box office performance, fewer film productions, restrictions of censorship system, and a lack of effective promotion and marketing, among other issues. Although many domestic literary films have won awards abroad, they still cannot escape the rule summarized by the public that "even if they are gilded at film festivals, they ultimately cannot escape the fate of not being popular at the box office." The film market should not have only one voice. As a unique film genre in China, literary films have unique social value, humanistic value, artistic value, etc. In the future film market, how can literary films improve their market, break through the predicament of the literary film market, increase box office revenue, expand the audience range, and break the "good reviews but poor box office" curse? This is the answer that we as literary literary film researchers must constantly seek. To understand the literary film market and break through its predicament, capturing the audience is the first priority. Therefore, it is extremely necessary and valuable to study the factors influencing the consumption behavior of domestic literary film audiences.

  This researchuses the Theory of Planned Behavior as the basic theory and original model, and introduces the independent variables of consumption value and latent variable identity to expand the basic model. The study conducts empirical research on the factors influencing the consumption behavior of literary film audiences using structural equation modeling and SPSS data analysis software. The study selected the top 25 domestic literary films in the box office rankings from 2018 to 2022 as the screening criteria for defining the audience of domestic literary films. Therefore, the research results and analysis of the literary film audience belong to a time span of the past five years. The study used Questionnaire Star to conduct online questionnaire distribution, with a total of 301 questionnaires distributed and 247 valid questionnaires collected. Through data analysis and hypothesis verification of the valid questionnaires, the study found that the behavioral attitude, subjective norm, perceived behavioral control, consumption value, and identity all have a positive and significant impact on the consumption willingness of domestic literary film audiences, and perceived behavioral control has a direct impact on consumption behavior. Behavioral attitude and subjective norm both play a mediating role between consumption value and consumption willingness, and also play a mediating role between identity and consumption willingness.

  Based on the results of the basic research data, the study proposes several suggestions for the development of the domestic literary film market. First, it is recommended to adhere to the uniqueness of literary films and focus on content quality, film creativity, and artistic value to improve audience consumption willingness and satisfaction. Second, itis recommended to create effective marketing strategies and social effects for literary films, focusing on building good reputation, enhancing communication power, and expanding influence. Third, it is recommended to increase policy support, set reasonable prices, and better cope with commercial challenges.