Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers

Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers

<p>The purpose of this study is to examine the acceptance and influence of online</p><p>Chinese TV series (OCTS) towards Malaysian teenage viewers.It is inevitable</p><p>that the change in the distribution medium of TV series will...

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Main Author: Jing, Wang
Format: thesis
Language:eng
Published: 2022
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P Language and Literature
Online Access:https://ir.upsi.edu.my/detailsg.php?det=9531
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institution Universiti Pendidikan Sultan Idris
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topic P Language and Literature
spellingShingle P Language and Literature
Jing, Wang
Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers
description <p>The purpose of this study is to examine the acceptance and influence of online</p><p>Chinese TV series (OCTS) towards Malaysian teenage viewers.It is inevitable</p><p>that the change in the distribution medium of TV series will have an impact on</p><p>audiences. Therefore, in this study, the researcher investigated the acceptance,</p><p>behavioral characteristics, and influence of OCTS in Malaysia through new</p><p>media platforms among Malaysian teenage viewers. The study utilized the</p><p>Theory of Reasoned Action (TRA) and the Encoding/Decoding theory as the</p><p>theoretical framework. The quantitative research and purposive sampling</p><p>technique were employed for sample selection among the population of</p><p>Malaysian teenagers between the age of 18-25 years old. The data were analyzed</p><p>using the SPSS 26.0 analysis software to test the hypotheses and determine the</p><p>results. The findings of the study revealed that Malaysian teenage viewers'</p><p>acceptance, viewing behavior characteristics and influence towards online</p><p>Chinese TV series were positive. The Pearson coefficient test hypothesis</p><p>revealed a strong positive relationship between all variables tested in the study.</p><p>Furthermore, the results also indicated that young Malaysian teenage viewers are</p><p>similarly influenced by OCTS in terms of social interaction, living habits, and</p><p>consumer-style. Based on the findings of the study, the researcher proposed</p><p>guideline that could enhance the prospects of dissemination and development of</p><p>OCTS. As a result of this study, it is believed that the findings will be useful for</p><p>Chinese cultural promotion strategies and also for industry players who are</p><p>involved in online TV series production that utilizing the new media platforms.</p>
format thesis
qualification_name
qualification_level Doctorate
author Jing, Wang
author_facet Jing, Wang
author_sort Jing, Wang
title Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers
title_short Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers
title_full Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers
title_fullStr Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers
title_full_unstemmed Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers
title_sort study on acceptance and influence of online chinese tv series towards malaysian teenager viewers
granting_institution Universiti Pendidikan Sultan Idris
granting_department Fakulti Seni, Komputeran dan Industri Kreatif
publishDate 2022
url https://ir.upsi.edu.my/detailsg.php?det=9531
_version_ 1783730272371474432
spelling oai:ir.upsi.edu.my:95312023-10-05 Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers 2022 Jing, Wang P Language and Literature <p>The purpose of this study is to examine the acceptance and influence of online</p><p>Chinese TV series (OCTS) towards Malaysian teenage viewers.It is inevitable</p><p>that the change in the distribution medium of TV series will have an impact on</p><p>audiences. Therefore, in this study, the researcher investigated the acceptance,</p><p>behavioral characteristics, and influence of OCTS in Malaysia through new</p><p>media platforms among Malaysian teenage viewers. The study utilized the</p><p>Theory of Reasoned Action (TRA) and the Encoding/Decoding theory as the</p><p>theoretical framework. The quantitative research and purposive sampling</p><p>technique were employed for sample selection among the population of</p><p>Malaysian teenagers between the age of 18-25 years old. The data were analyzed</p><p>using the SPSS 26.0 analysis software to test the hypotheses and determine the</p><p>results. The findings of the study revealed that Malaysian teenage viewers'</p><p>acceptance, viewing behavior characteristics and influence towards online</p><p>Chinese TV series were positive. The Pearson coefficient test hypothesis</p><p>revealed a strong positive relationship between all variables tested in the study.</p><p>Furthermore, the results also indicated that young Malaysian teenage viewers are</p><p>similarly influenced by OCTS in terms of social interaction, living habits, and</p><p>consumer-style. Based on the findings of the study, the researcher proposed</p><p>guideline that could enhance the prospects of dissemination and development of</p><p>OCTS. As a result of this study, it is believed that the findings will be useful for</p><p>Chinese cultural promotion strategies and also for industry players who are</p><p>involved in online TV series production that utilizing the new media platforms.</p> 2022 thesis https://ir.upsi.edu.my/detailsg.php?det=9531 https://ir.upsi.edu.my/detailsg.php?det=9531 text eng closedAccess Doctoral Universiti Pendidikan Sultan Idris Fakulti Seni, Komputeran dan Industri Kreatif <p>Abdul, J., Wahab M. K.& Anuar, F. (2012).Global Media Product and Construction of Japanese Identity: A Case Study of Anime on Malaysian Television. In Journal Komunikasi Malaysian Journal of Communication Jilid,28(2),119.</p><p>Abu, B. & Hassan.(2018). Shared Cultural Characteristics Similarities in Malaysias Multi-Ethnic Society. In Journal of Intercultural Communication Research,Vol. 47,pp.243267.</p><p>Abreu, P. A. & Branco,V. (2001). 2Be On: Interactive television supporting interpersonal communication, In J.A. 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