觀看電影之整合決策模型：國龍vs. 好萊塢帝國

An Integrated Model for Movie-Watching Decision Making: Chinese Dragon vs. Hollywood Empire

10.6554/JKTUHS.2016.0201.01

李雅靖(Ya-Ching Lee)；翁怡嘉(Yi-Chia Weng)

文化接近性 ； 動機 ； 電影屬性 ； 觀看電影決策 ； cultural proximity ； motivation ； movie attributes ； an integrated model for film watching decision

高雄應用科技大學人文與社會科學學刊

2卷1期（2016 / 06 / 01）

1 - 16

繁體中文

本研究提出一整合模式，比較電影閱聽人觀看國片與好萊塢電影之決策。本研究採用問卷調查法，以結構方程模式分析發現，影響臺灣電影的態度之重要因素為休閒娛樂、社交需求、求知學習、電影外部屬性、與電影中呈現的權力階級之文化價值觀。影響好萊塢電影的態度之重要因素為休閒娛樂、社交需求、電影內部屬性、與電影中呈現的權力階級、生活風格之文化價值觀。本文並根據研究結果提出實務建議。

Since the film Cape No. 7 set the record of NTD 5 billons box offices in 2008, people have expected the revive of Taiwanese movies. However, Hollywood films still hold 80% market of motion pictures. How to change movie goers' preference to watch Taiwanese movies in movie theaters instead of Hollywood movies becomes a challenge of the local motion picture industry. This study proposes an integrated model for film watching decision. It intends to compare factors affecting Taiwanese movie watching attitudes and factors affecting Hollywood movie watching attitudes. This study uses a convenient sample to collect the data. The structural equation modeling (SEM) analysis discover that leisure-entertainment, social needs, learning external movie attributes, and the power status of cultural proximity increase audiences' attitudes towards Taiwanese movies. Leisure-entertainment, social needs, internal movie attributes, and the power status and life style of the cultural proximity positively affect audiences' attitudes towards Hollywood movies. Practical suggestions are then offered.

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