Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals
The emergence of online film festivals has opened up new possibilities for the festival landscape, making the study of the positioning and future development of online film festivals a focal point in the film industry. However, most studies have focused on the significance of online film festivals i...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Science Press
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/120137/ http://psasir.upm.edu.my/id/eprint/120137/1/120137.pdf |
| _version_ | 1848868120013307904 |
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| author | Yang, Yening Ahmad Ghazali, Akmar Hayati Sha'ri, Sharil Nizam Sun, Jingle |
| author_facet | Yang, Yening Ahmad Ghazali, Akmar Hayati Sha'ri, Sharil Nizam Sun, Jingle |
| author_sort | Yang, Yening |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The emergence of online film festivals has opened up new possibilities for the festival landscape, making the study of the positioning and future development of online film festivals a focal point in the film industry. However, most studies have focused on the significance of online film festivals in curation, economics, or cultural tourism, while overlooking the importance of the audience. This preliminary study aims to understand whether it is relevant to explore gratification among Chinese online film festival audiences and their intention to continue participating in online film festivals in the future.This study fills this gap by examining the gratification levels and continuance intentions of Chinese audiences at the Pingyao International Film Festival (N = 54) through a detailed online survey comprising 37 questions. The results indicate that audiences with higher overall gratification are more strongly inclined to continue participating in online film festivals in the future. Specifically, audiences prioritize their own process gratification and technology gratification provided by online film festivals, while content and social gratification do not significantly influence their willingness to continue participating in the future. This study is based on a small sample size and only covers a portion of the audience demographic. Future research could increase the sample size to obtain more persuasive results. Additionally, this study focuses solely on audience gratification and does not delve into aspects such as motivations. Future research could explore these areas to provide a more comprehensive understanding. |
| first_indexed | 2025-11-15T14:47:20Z |
| format | Article |
| id | upm-120137 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:47:20Z |
| publishDate | 2024 |
| publisher | Science Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1201372025-09-25T02:47:06Z http://psasir.upm.edu.my/id/eprint/120137/ Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals Yang, Yening Ahmad Ghazali, Akmar Hayati Sha'ri, Sharil Nizam Sun, Jingle The emergence of online film festivals has opened up new possibilities for the festival landscape, making the study of the positioning and future development of online film festivals a focal point in the film industry. However, most studies have focused on the significance of online film festivals in curation, economics, or cultural tourism, while overlooking the importance of the audience. This preliminary study aims to understand whether it is relevant to explore gratification among Chinese online film festival audiences and their intention to continue participating in online film festivals in the future.This study fills this gap by examining the gratification levels and continuance intentions of Chinese audiences at the Pingyao International Film Festival (N = 54) through a detailed online survey comprising 37 questions. The results indicate that audiences with higher overall gratification are more strongly inclined to continue participating in online film festivals in the future. Specifically, audiences prioritize their own process gratification and technology gratification provided by online film festivals, while content and social gratification do not significantly influence their willingness to continue participating in the future. This study is based on a small sample size and only covers a portion of the audience demographic. Future research could increase the sample size to obtain more persuasive results. Additionally, this study focuses solely on audience gratification and does not delve into aspects such as motivations. Future research could explore these areas to provide a more comprehensive understanding. Science Press 2024-07-15 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/120137/1/120137.pdf Yang, Yening and Ahmad Ghazali, Akmar Hayati and Sha'ri, Sharil Nizam and Sun, Jingle (2024) Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals. Hong Kong Journal of Social Sciences, 63. pp. 236-244. ISSN 1021-3619 https://hkjoss.com/index.php/journal/article/view/855 10.55463/hkjss.issn.1021-3619.63.22 |
| spellingShingle | Yang, Yening Ahmad Ghazali, Akmar Hayati Sha'ri, Sharil Nizam Sun, Jingle Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals |
| title | Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals |
| title_full | Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals |
| title_fullStr | Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals |
| title_full_unstemmed | Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals |
| title_short | Preliminary study on the gratification and continuance intention of Chinese audiences in relation to online film festivals |
| title_sort | preliminary study on the gratification and continuance intention of chinese audiences in relation to online film festivals |
| url | http://psasir.upm.edu.my/id/eprint/120137/ http://psasir.upm.edu.my/id/eprint/120137/ http://psasir.upm.edu.my/id/eprint/120137/ http://psasir.upm.edu.my/id/eprint/120137/1/120137.pdf |