Influence of movie elements on consumer’s intention to watch movies

• Main Authors: Shenk-Kun Chen, 陳聖昆
• Other Authors: Li-Ren,Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/3wjk69

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 102 === The primary objective of this study was to investigate the influence of movie elements on consumer’s intention to watch movies. The second objective was to evaluate the difference in movie elements among different types of movies. The third objective was to determine the difference in consumer’s intention to watch movies among consumer characteristics. The object of the study is the group of film-goers with the viewing experience. We preceded the questionnaires either by internet or by paper from Feb. 14, 2014 to March 30, 2014. , and distributed 254 questionnaires in total. The 134 questionnaires of which, accounting for 53%, were collected through internet while the remaining 120 were completed by paper.A total of 254 usable samples were retrieved and used for descriptive analysis, factor analysis, reliability analysis, construct validity, t test, analysis of variance (ANOVA), and regression analysis. The study investigated four film categories, with individual element affecting the film editing, which are epic costume film, horror suspense detective film, action war and science fiction film and social problem gangster film. The findings indicate that the movie-goers prefer to view the category of action war and science fiction film. Therefore, this category of film could be the main theme in film editing in the future to help promote the viewer’s will and, therefore, increase the amount of viewers. The results suggest that movie elements have significant impact on consumer’s intention to watch movies. In addition, the difference in movie elements exists among different types of movies. Finally, the findings indicate that the difference exist in consumer’s intention to watch movies among different consumer characteristics. The study also shows the following key results: 1. The elements of movies influence consumer’s intention to watch movies. 2. The categories of film are associated with the elements of movies. 3. The characteristics of film viewers influence their intention to watch movies.