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 model-building 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.