In 2008, the Taiwanese film ¡§Cape No. 7¡¨ set the record of 500,000,000 box offices. Then this year also has the hot movie ¡§Wanhua¡¨. People start to expect the native movie industry economy is improving gradually. However, according to the overall box office, Hollywood still holds 80% market. Local film industry who want to get back lost audiences and change their long-standing habits of going to the cinema is to see Hollywood films, should be more understanding of the consumer behavior of the movie going and the underlying factors.
This study is from the audience perspective and use of the consumer behavior theory to compare on consumer decision-making for Taiwanese and Hollywood Films. Then find out how product attributes, motivation and cultural factors in the film will influence the attitude toward Taiwanese and Hollywood films and the willingness to see these movies. Finally we can understand why most audiences are prefer Hollywood than Taiwanese films and get the meaning of movie marketing.
According to the SEM analysis in this study, leisure motivation and word of mouth factor influence the attitude of Taiwanese films most. And effect factor of the attitude of Hollywood films are leisure motivation and degree of recognition of cultural values in movies.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825110-215733 |
| Date | 25 August 2010 |
| Creators | Wong, Yi-chia |
| Contributors | Ming-rea Kao, Sue-jen Lin, Ya-ching Lee |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825110-215733 |
| Rights | campus_withheld, Copyright information available at source archive |
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