Motivation and Medium of Information Affecting Behavioural Patterns of Film Viewers in Malaysia

Abstract

This paper is aimed to identify the key factors on behavioural patterns that affect audiences in making decision to watch films by using the techniques in multiple regressions (MR). The success of a country's film industry is determined by the collaboration between film producers and audiences. Audiences are a major contributor that will determine the success of a film, while producers is the main supplier to provide films to the audiences. Mathematical modelling concept is used in the methodology where two categorical variables, selected after factor analysis, are transformed into dummies. The search for significant factors would involve data cleaning, factor analysis, dummy transformation and four-phase model building. The modelbuilding phases will incorporate the procedures of selecting the best model involving multicollinearity test using the variance-based approach (VIF) below 5. Results revealed that the best model obtained consists of factors on interest, family, friends, the internet and printed medium of posters and brochures which are influential in attracting audiences. This study has therefore extended our knowledge to build bridges between two different fields, that is scientific and non scientific through the concept and methodology of modelling, and consequently, help in advertising and marketing of the film industry by influencing the perceptions of audiences towards cinemas. Contribution/ OriginalityThis study uses new estimation methodology in Social Sciences where significant factors in real-world problems are identified; in this paper, behavioral patterns of film viewers in Malaysia.The mathematical modelling approach with multicollinearity removals and elimination of Humanities and Social Sciences Letters insignificant factors, besides other statistical procedures and tests are incorporated for model"s robustness.

Learning Climate, Intrinsic Motivation and Psychological Wellbeing among Clinical Psychology Trainees in Pakistan

“…The satisfaction of these needs is significant for the well-being of the people irrespective of their culture. Hassan and Al-Jabari (2016) explained that engagement of students was greater when the learning climate was autonomy supportive even in collectivistic culture and students showed more competition in their academic performance. Therefore this can be further explored.…”