Preliminary Study on the Gratification and Continuance Intention of Chinese Audiences in Relation to Online Film Festivals
Abstract
The emergence of online film festivals has opened up new possibilities for the festival landscape, making the study of their positioning and future development a focal point in the film industry. However, most studies have focused on the significance of online film festivals in terms of curation, economics, or cultural tourism, while overlooking the importance of the audience. The objective of this preliminary study is to ascertain the relevance of investigating gratification among Chinese audiences of online film festivals and their intentions to continue participating in future online film festivals. This study fills this gap by examining the gratification levels and continuance intentions of Chinese audiences at the Pingyao International Film Festival (N = 54) through a detailed online survey comprising 37 questions. The results indicate that audiences with higher overall gratification are more likely to continue to participate in online film festivals in the future. Specifically, audiences prioritize process and technology gratification provided by online film festivals, while content and social gratification do not significantly influence their willingness to continue participating in the future. This study is based on a small sample size and covers only a portion of the audience demographic. Future research could increase the sample size to obtain more persuasive results. Additionally, this study focuses solely on audience gratification and does not explore other aspects, such as motivation. Future research could explore these areas to provide a more comprehensive understanding.
Keywords: gratification, continuance intention, online film festival, audience.
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