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Type :thesis
Subject :P Language and Literature
Main Author :Jing, Wang
Title :Study on acceptance and influence of online Chinese TV series towards Malaysian teenager viewers
Place of Production :Tanjong Malim
Publisher :Fakulti Seni, Komputeran dan Industri Kreatif
Year of Publication :2022
Corporate Name :Universiti Pendidikan Sultan Idris
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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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