This article provides a conceptual framework for inspiring the audience towards the growing demands for Over-The-Top (OTT) media, as well as the evaluation of user satisfaction in Malaysia's services. The advance of technology and innovation has made possible the integration of telecommunications and broadcast networks, and, in doing so, has blurred the borders of the telecommunications and broadcasting industry. In this analysis, the motivation of the viewer as an entire indivisible mechanism to achieve media pleasure, both intrinsic and extrinsic elements, and, ultimately, formulate a conceptual framework, are described. Nonetheless, researchers have struggled in balancing intrinsic and extrinsic motivations, especially in recognising the interdependency between the origins of media consumer desires and incorporating them in conjunction with media and connectivity theories, which were typically too expansive to be implemented in convergence digital media. Therefore, this paper discusses the possibilities for combining intrinsic motivations with extrinsic ones. The interconnected conceptual framework provides a comprehensive view of the analyses and intentions of the engaged audiences in Malaysia for OTT media. This study also suggests further research that would include different measures and a larger sample as well as other areas, which could result in better understanding of the relationship between the variables.
Wabak COVID-19 yang melanda Malaysia telah memberikan implikasi yang amat besar kepada rakyat. Hal ini kerana, ia telah menyebabkan pelbagai perubahan dalam sistem politik, ekonomi, sosial, kesihatan, dan pendidikan negara. Bahkan, wabak yang berlaku juga menyebabkan individu kehilangan kerja dan punca pendapatan, pelajar-pelajar miskin ketinggalan dalam pelajaran disebabkan oleh pengenalan kepada sistem pembelajaran secara online, masalah kesihatan mental yang semakin meruncing dan banyak lagi. Amalan filantropi dilihat amatlah signifikan dalam keadaan semasa ini bagi meningkatkan sosio-ekonomi masyarakat, mengurangkan kadar kemiskinan dan membantu mengurangkan kadar pengangguran dalam masyarakat. Justeru, kajian ini bertujuan untuk menilai tahap kefahaman masyarakat terhadap amalan filantropi serta menilai tahap kesediaan dan penglibatan masyarakat melalui sikap dan tingkah laku terhadap amalan filantropi semasa wabak COVID-19. Kajian ini menggunakan metod kuantitatif dengan reka bentuk kajian rentas terhadap 250 orang responden beragama Islam yang bekerja. Perisian Statistical Package for Social Sciences (SPSS) digunakan dalam menganalisis data. Hasil kajian mendapati bahawa responden menunjukkan tahap kefahaman yang positif terhadap amalan filantropi (nilai min antara 3.89 hingga 4.61). Responden juga dilihat menunjukkan tahap kesediaan dan penglibatan masyarakat dalam amalan filantropi yang tinggi apabila min bagi setiap konstruk yang mengukur objektif ini berada pada nilai 4.0 dan ke atas. Kajian ini dilihat amat signifikan dalam mengurangkan kadar kemiskinan dan jurang ekonomi yang wujud dalam masyarakat Malaysia. Ia dapat menjadi sumber rujukan dan panduan bagi badan kerajaan atau bukan kerajaan dalam membentuk sesuatu polisi baru serta merangka ekonomi Malaysia.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.