Investigating the Audience Behavior of Choosing Media for Watching Movies-- Using the Perspective of Flow Theory

• Main Authors: Chien-wei Chang, 張兼維
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/41857444567419496419

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 98 === With the advance of time and the development of all kinds of new technology, the ways of watching movies have become various. Audience have more choices other than going to movie theaters when they want to watch great movies. Many audience have started to watch movies by means of televisions, DVDs, VOD or even the Internet. The behavior of watching movies has become more and more complicated. The present study was conducted by utilizing online questionnaires which were distributed via a community platform called “YouthWant website” operated by domestic internet service providers. The questionnaires were sent out from March 19 to May 6 of 2010. A total of 1250 questionnaires were distributed and 1024 of them were considered effective after deducting 226 ineffective ones, resulting in a valid return rate of 81.92%. The results of the study indicate that the most often used media of watching movies by the audience are televisions and movie theaters. The following ones are DVD rentals and illegal downloads. Watching movies in theaters receives the highest evaluation among all the selections while watching movies on TV or on rental DVDs mostly receive an ordinary evaluation. Illegal downloads of movies from the Internet, on the other hand, are given a rather low evaluation. Besides, the audience’s behavior of going to the movies tends to be more purposive while the reason of watching movies on TV at home is mostly at random. In addition, each of the media of watching movies has its own characteristics. The six characteristics that are most valued by the audience are influences from others, completeness of movies, hygiene of places for watching movies, comfort levels of places for watching movies, audio-visual effects and prices. There is a significant connection between these characteristics and the media that are often used by the audience. The study also finds that there are significant differences in the audience with different demographic features between related features of movie immersion and various characteristics of the media. Significant differences are also found in the audience with different immersion levels between various characteristics of the media and choices of various media.