UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
The purpose of this study is to examine the acceptance and influence of online
Chinese TV series (OCTS) towards Malaysian teenage viewers.It is inevitable
that the change in the distribution medium of TV series will have an impact on
audiences. Therefore, in this study, the researcher investigated the acceptance,
behavioral characteristics, and influence of OCTS in Malaysia through new
media platforms among Malaysian teenage viewers. The study utilized the
Theory of Reasoned Action (TRA) and the ‘Encoding/Decoding’ theory as the
theoretical framework. The quantitative research and purposive sampling
technique were employed for sample selection among the population of
Malaysian teenagers between the age of 18-25 years old. The data were analyzed
using the SPSS 26.0 analysis software to test the hypotheses and determine the
results. The findings of the study revealed that Malaysian teenage viewers'
acceptance, viewing behavior characteristics and influence towards online
Chinese TV series were positive. The Pearson coefficient test hypothesis
revealed a strong positive relationship between all variables tested in the study.
Furthermore, the results also indicated that young Malaysian teenage viewers are
similarly influenced by OCTS in terms of social interaction, living habits, and
consumer-style. Based on the findings of the study, the researcher proposed
guideline that could enhance the prospects of dissemination and development of
OCTS. As a result of this study, it is believed that the findings will be useful for
Chinese cultural promotion strategies and also for industry players who are
involved in online TV series production that utilizing the new media platforms. |
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