Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers
<p>The purpose of this study is to examine the acceptance and influence of online</p><p>Chinese TV series (OCTS) towards Malaysian teenage viewers.It is inevitable</p><p>that the change in the distribution medium of TV series will...
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| Format: | thesis |
| Language: | eng |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://ir.upsi.edu.my/detailsg.php?det=9531 |
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| Summary: | <p>The purpose of this study is to examine the acceptance and influence of online</p><p>Chinese TV series (OCTS) towards Malaysian teenage viewers.It is inevitable</p><p>that the change in the distribution medium of TV series will have an impact on</p><p>audiences. Therefore, in this study, the researcher investigated the acceptance,</p><p>behavioral characteristics, and influence of OCTS in Malaysia through new</p><p>media platforms among Malaysian teenage viewers. The study utilized the</p><p>Theory of Reasoned Action (TRA) and the Encoding/Decoding theory as the</p><p>theoretical framework. The quantitative research and purposive sampling</p><p>technique were employed for sample selection among the population of</p><p>Malaysian teenagers between the age of 18-25 years old. The data were analyzed</p><p>using the SPSS 26.0 analysis software to test the hypotheses and determine the</p><p>results. The findings of the study revealed that Malaysian teenage viewers'</p><p>acceptance, viewing behavior characteristics and influence towards online</p><p>Chinese TV series were positive. The Pearson coefficient test hypothesis</p><p>revealed a strong positive relationship between all variables tested in the study.</p><p>Furthermore, the results also indicated that young Malaysian teenage viewers are</p><p>similarly influenced by OCTS in terms of social interaction, living habits, and</p><p>consumer-style. Based on the findings of the study, the researcher proposed</p><p>guideline that could enhance the prospects of dissemination and development of</p><p>OCTS. As a result of this study, it is believed that the findings will be useful for</p><p>Chinese cultural promotion strategies and also for industry players who are</p><p>involved in online TV series production that utilizing the new media platforms.</p> |
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