Interrelationship Between College Students’ Evaluations and Consumer Behaviors in Taiwan Films-the case of the students of school of communication in Ming Chuan University.

• Main Authors: Ko-Wei Tsou, 鄒可薇
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/04724503639792669858

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 99 === This study tries to find out the main motivation of the college students of Taiwan films; the different motivations may cause the different degree of gratification. Using the questionnaire, the “demographics” and “consumer behavior” are independent variables, and the “gratification” is dependent variable. The respondents of this study are the students of the school of communication in Ming Chuan university. Expected research results are the different motivation of Taiwan films could cause the different degree of gratification. This study found some viewing motivations. Using the factor analysis to analyzed all the fifteen motivation into five motivation factors. (1)”Escape”, the main content for this motivation factor is the one wants to escape from the stress or sadness in life. (2)”Knowledge”, means the audiences want to get information from the film, and try to enhance internal and external of themselves. (3)” Vitality”, this motivation is based upon pleasant activities, trends and other factors. (4)” Functional motivation”, means the audiences watch a movie is based on the needs of school work, or want to live as the person in the film, more functional aspects of the demand. (5)” Recreational motivation”, compared with leisure activities, this motivation is just to fill time.