電影元素對於消費者觀看意願之影響

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

10.6846/TKU.2014.00611

陳聖昆

劇情元素 ； 觀看意願 ； the element of plot ； film-goers’ will

淡江大學企業管理學系碩士在職專班學位論文

2014年

碩士

楊立人

繁體中文

本研究的主要目的是探討電影元素對消費者觀看電影之影響，第二個 目的是評估不同類型的電影中的電影元素之差異，第三個目標是確定消費 者在觀看電影的消費特點之差異，研究正式調查之對象為有觀看電影經驗 之消費者，並透過網路及紙本方式發放問卷，發放問卷期間為103 年2 月 14 日至103 年3 月30 日，總發放問卷254 份，網路問卷134 份佔全問卷 53%、紙本問卷120 份佔全問卷47%，共回收254 份問卷，總共有254 個可 用之樣本以因素分析、信度分析、建構效度、t 檢驗、變異差分析和回歸 分析來對研究假設依序檢定，並敘述相關分析結果。 研究結果顯示：（1）劇情元素會影響觀看意願。（2）電影類別對於劇 情元素具有差異性影響。（3）觀看者特質對於觀看意願具有差異性影響。 研究中分析出四種類型元素電影：古裝史詩名人類、恐怖懸疑偵探類、 動作戰爭科幻類、社會幫派犯罪類，並瞭解到觀眾喜歡動作戰爭科幻類類 型電影在未來製片上可以嘗試以此類型電影打動影迷者之觀影心態，增加 國片觀影人數。結果證明，電影元素對消費者的觀看電影顯著影響，另外 在電影內容的差異存在不同類型的電影元素，最後研究結果證明，消費者 在觀看電影時各有不同的消費特點。

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.

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