## The Influence of Foreign Films and TV Series on Consumer Behavior**Abstract**This study examines the profound impact of foreign films and TV series on Chinese consumers, exploring the nuanced ways in which cultural values, trade identities, and domestic identities shape their behavior. Employing a comprehensive theoretical framework and robust mixed-methods approach, the research significantly contributes to the understanding of the complex interplay between foreign media consumption and consumer values, cultural trade, and cultural identity.**Theoretical Considerations**In an era of globalization and advanced streaming platforms, foreign films and TV series have become ubiquitous, penetrating diverse cultural contexts and influencing consumer attitudes and behaviors. To delve into this multifaceted phenomenon, the study adopts an integrated theoretical framework drawing upon prominent theories in consumer behavior, including:- Cultural Hybridity Theory: Exposing consumers to diverse cultural elements fosters a blending of perspectives.- Uses and Gratifications Theory: Media consumption fulfills particular needs and motivations.- Theories of Planned Behavior and Reasoned Action: Individual attitudes, norms, and perceived control guide media preferences.In addition, the study emphasizes the mediating roles of cultural trade and domestic cultural identity in shaping consumer engagement with foreign media. Cultural trade facilitates the dissemination of cultural products across borders, while domestic cultural identity complements these external influences by anchoring consumers in their native culture. Finally, the study accounts for the moderating effects of consumer characteristics, such as age, gender, education, occupation, and income, which shape how individuals perceive and interact with foreign media.**Research Methodology**To capture the intricate relationships within the study's framework, a rigorous methodological approach was adopted:- Literature Review: A thorough exploration of existing literature informed the development of a comprehensive theoretical framework.- Questionnaire Survey: A survey consisting of 786 meticulous responses elicited data on perceived cultural values, social and practical values, cultural trade identities, domestic cultural identities, and consumer behaviors.- Descriptive Statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM): Descriptive statistics and PLS-SEM were employed to establish correlations and test hypothesized relationships among the variables.- Multi-Group Analysis (MGA): Further analysis examined the moderating effects of consumer characteristics on the study's proposed paths.**Key Findings**1. **Influence of Cultural Values:** Cultural values, particularly those emphasizing cultural diversity and authenticity, positively impact consumer behavior towards foreign films and TV series, indicating a globalized and cosmopolitan outlook.2. **Mediating Roles of Cultural Trade and Domestic Identity:** Cultural trade acts as a mediator in the relationship between cultural values and consumer behavior, underscoring the multifaceted nature of cultural exchange. However, domestic cultural identity was found to be a more influential mediator, highlighting the enduring significance of native culture in shaping media consumption.3. **Moderating Effects of Consumer Characteristics:** Individual traits such as age, education, and income significantly moderate the relationships between cultural values, cultural identities, and consumer behavior. Younger consumers and those with higher education and incomes display a stronger preference and willingness to engage with diverse cultural content.**Implications**The study's findings have significant implications for:- Marketers and Content Creators: A nuanced understanding of the cultural dynamics influencing foreign media consumption empowers marketers to tailor content that resonates with specific cultural contexts.- Cultural Policy Development: Policymakers can leverage the findings to support international cultural exchange and promote cultural diversity while preserving domestic cultural heritage.- Consumer Behavior Theory Expansion: The study extends existing theories by comprehensively analyzing the complex interaction between foreign media consumption, cultural values, and consumer characteristics.**Conclusion**This research offers a comprehensive analysis of the impact of foreign films and TV series on consumer behavior, illuminating the intricate roles of cultural values, cultural trade, and domestic identity. The study underscores the significance of aligning content with local cultural sensibilities to foster engagement and cultural exchange in a globalized media landscape. It also provides valuable insights for marketers, content creators, and policy developers seeking to harness the power of foreign media to bridge cultural gaps and enrich consumer experiences.