Chinese animation industry is developing rapidly with great market potential, and the animation movie market is an important part of it. How excellent animated movies can be publicized through effective channels to increase audience's motivation to watch movies, so as to obtain higher commercial returns, is a topic that needs to be discussed. In this context, it is necessary to further understand the factors influencing the audience's motivation to watch movies, to provide suggestions for the production and publicity of Chinese animation movies, and to promote the good and orderly development of the animation market. Industry data show that the main audience of Chinese animation industry is the youth group, and this study adopts a qualitative research method and conducts the study by interviews with the youth group. The data obtained from the interviews were coded at three levels to summarize the influencing factors that affect the audience's motivation to watch movies in the Chinese animation market. Combined with the Elaboration Likelihood Model (ELM), two Central Route and two Peripheral Route were analyzed from the data, and these information chains are effective ways to influence the audience in the Chinese market, which provide reference paths for the system of the company's product strategy and the cultivation of the audience in the Chinese animation market.