摘要：
本文以漫威系列电影为研究对象，通过问卷调查探讨了受众观影动机和行为意向，以期对相关市场营销和品牌推广提供实用性建议。结果显示，观众观看超级英雄电影的主要动机是寻刺激、娱乐和放松，且年龄、性别和收入等因素均会影响受众的观影动机。同时，观众对漫威系列电影的印象整体较为正面，且会将其推荐给他人观看，但观众在决定是否观看该系列电影时，除了剧情、演员阵容和特效等因素外，口碑和商业宣传也是重要的决策因素。
关键词：超级英雄电影；漫威；受众观影动机；行为意向
Abstract：
This article takes the Marvel series movies as the research object, and explores the audience's viewing motives and behavioral intentions through questionnaire survey, in order to provide practical suggestions for marketing and brand promotion. The results showed that the main motives of the audience watching superhero movies were looking for excitement, e
ntertainment and relaxation, and factors such as age, gender, and income would affect the audience's viewing motives. At the same time, the audience's impression of Marvel series movies was generally positive, and they would recommend it to others to watch. However, when deciding whether to watch this series of movies, in addition to factors such as plot, actor lineup and special effects, word-of-mouth and commercial promotion are also important decision-making factors.
Keywords: superhero movies; Marvel; audience viewing motives; behavioral intentions
一、绪论
超级英雄电影是当今影坛最受欢迎的电影类型之一，尤其是近年来漫威系列电影的热播更是让其成为家喻户晓的品牌。漫威系列电影以其独特的故事情节和出的特效受到观众的欢迎，也成为了营销和品牌推广的成功案例。因此，了解超级英雄电影观众的观影动机和行为意向，对于营销和品牌推广具有重要意义。
本文旨在以漫威系列电影为例，通过问卷调查的方式，研究超级英雄电影观众的观影动机和
漫威首位华裔英雄行为意向。首先介绍研究背景和意义，然后阐述超级英雄电影的特点和漫威系列电影的发展历程。接着，对相关文献进行整理和分析，构建研究框架和假设，展开问卷调查并对数据进行分析和解释。最后，总结研究结果和意义，并提出相应的市场营销和品牌推广建议。
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