Behavioral Intentions of Short Film Audiences and Relevant Influencing Factors

• Main Authors: Xiao-Qian You, 游小倩
• Other Authors: Chung-Li Chou
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/84655833920118908169

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === With original content and miniature characteristics of computer files, short films have become a new method of entertainment for modern Internet audiences. Because of the low production costs, low-entry barriers, and rapid dissemination characteristics, short films are attractive investments for advertisers and marketing professionals. Thus, the purpose of this study was to obtain an in-depth understanding of the behavioral intentions of short film audiences and relevant influencing factors, which could be employed to effectively design short film marketing strategies that satisfy audience expectations and needs and improve marketing performance. Theory of planned behavior (TPB) and the technology acceptance model (TAM) are 2 important concepts that have effectively predicted and described consumer behavioral intentions in previous studies. This study combined TPB, the TAM, and perspectives of social influence, individual innovativeness, and consumer perceived value to develop an integrated research framework (i.e., a model of behavioral intentions of short film audiences and relevant influencing factors). This model was then used as a basis for subsequent empirical testing to achieve the objectives of this study: (a) exploring the consumer perceived value of short film audiences and its effect on audience attitudes and behavioral intentions; (b) the effects of social influence on consumer perceived value and behavioral intentions of short film audiences; and (c) the effects of the innovativeness in short film audiences on consumer perceived value and behavioral intentions. The subjects of this study included student and non-student groups. For data analysis, we used descriptive statistics, reliability and validity analysis, and structural equation modeling (SEM). The primary empirical conclusions included the positive and significant effect of social influence on innovativeness, consumer perceived value, and behavioral intention. Of these, social influence had a greater effect on the innovativeness of short film audiences. However, indirect effect analysis indicated that social influence had a greater overall effect on consumer perceived value. This result indicated that social influence might have additive effects on the perceived value of short film consumers through the mediating effects of innovativeness. In addition, the innovativeness of short film audiences had a significant and direct positive effect on the perceived value and behavioral intentions of short film consumers, and an indirect effect on behavioral intentions through the mediating variables of the perceived value and attitude of short film consumers. The mediating relationship between the perceived value and attitude of short film consumers enhances the effect of audience innovativeness on behavioral intentions. Finally, the consumer perceived value of short film audiences had a significant and direct positive effect on attitude, and attitude had a significant and direct positive effect on behavioral intention. The results indicated that the consumer perceived value of short film audiences not only directly affected behavioral intentions, but also affected behavioral intentions through the mediating effects of attitude. Based on the empirical results, we propose the following practical implications. This study confirmed that social influence improved the audience behavior of Internet users toward short film through direct and indirect effects. Therefore, this study recommends that short film producers establish a favorable reputation with short film audiences to maximize the dissemination effect of short films. In addition, we discovered that the innovativeness of short film audiences is one of key factors influencing audience behavioral intentions toward short film. Thus, short film producers should understand and analyze different levels of audience innovativeness to establish differentiated microcinema advertising strategies, increase audiences, and improve the benefits of short film dissemination.