| Title | Factors Relating Behavioural Patterns On Film Viewers In East Malaysia |
|---|---|
| ID_Doc | 66300 |
| Authors | Abdullah, N; Salleh, S; Zainodin, HJ; Hassan, D |
| Title | Factors Relating Behavioural Patterns On Film Viewers In East Malaysia |
| Year | 2015 |
| Published | |
| Abstract | Market studies in the field and issues of social sciences, such as on the behavioural patterns on film viewers have not been explored extensively. In the advent wave of competitive global businesses, these behavioural patterns by film viewers have to be studied and analysed with contemporary perspectives, hence determining the choice of films shown. This study thus would help existing and budding film producers and directors to understand the behavioural patterns of film viewers. In addition, it can strategically guide the film makers to lure the cinema fans back to viewing films be it in the cinemas or at home. This paper thus expounds the concept of mathematical modelling in the methodology of social sciences using the multinomial logistic regression (MLR) technique. This technique is executed to determine the significant factors on these behavioural patterns, namely focussing on the data filtering and cleaning, factor analysis, data transformation, model-building development, multicollinearity remedials and the removal of insignificant factors. The various variables used would include the viewing frequency, encouragement, motivation, perception, gratification and genre. The best model (M1.0.2) is obtained based on the deviance goodness-of-fit statistics via the modified eight selection criteria (M8SC) that thus relates the frequency of film viewers with significant factors, namely motivation from interest, family and boredom. This study hence would give an insight to the sustainable factors contributing to the sustainability of the Malaysian film industry. |
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