Mediating effects of satisfaction in the relationship between motivation factors and continuous viewing intentions towards Chinese documentary programs
Chinese documentary programs are the true reflection and portrayal of the reality of Chinese culture, economy, and society. The Chinese government encouraged television stations and documentary production teams to create more excellent works. Also, the broadcasting platforms of Chinese documenta...
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| Format: | Thesis |
| Language: | English |
| Published: |
2023
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/114432/1/114432.pdf http://psasir.upm.edu.my/id/eprint/114432/ http://ethesis.upm.edu.my/id/eprint/18156 |
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| Summary: | Chinese documentary programs are the true reflection and portrayal of the
reality of Chinese culture, economy, and society. The Chinese government
encouraged television stations and documentary production teams to create
more excellent works. Also, the broadcasting platforms of Chinese
documentary programs have been effectively guaranteed. Nowadays, however,
compared with other programs in the same day-period, the ratings of Chinese
documentary programs on television stations are slumping. Although the
government, television stations and video websites have invested a lot of
energy and services in terms of policies, funds and creative talents to support
Chinese documentary programs, the dilemma still cannot be solved. Prior
studies have mainly analysed the content and narrative of Chinese
documentary programs. However, a very limited number of studies have been
conducted from the perspective of audience, such as factors influencing their
viewing intentions, satisfaction level and so forth. Furthermore, using the theory
of uses and gratification to investigate undergraduate students’ viewing
intention to Chinese documentary programs is rare as well. Therefore, this
research was conducted to examine the factors predicting undergraduates’
continuous viewing intentions towards Chinese documentary programs. Uses
and gratification theory and agenda-setting theory were applied to identify
factors contributing to audiences’ continuous viewing intentions. Based on the
content of adopted theories, viewers’ cognitive needs, affective needs, tensionfree
needs, and public perception were testified as motivating factors. Mixed
methods were performed to achieve research objectives. In the first phase, a
quantitative survey was conducted by adopting a self-administered
questionnaire. All variables were measured by scales previously used by other
scholars. Convergent and discriminant validity of the scale were examined
using Confirmatory Factor Analysis. The data analysis was conducted with
SEM on 549 undergraduates from Zhengzhou University, mainland China. In
the second phase, a qualitative method was performed to identify 15 informants from quantitative data analysis. A thematic analysis was used to
interpret the data from a semi-structured interview. Quantitative and qualitative
results altogether demonstrated that cognitive needs, affective needs, tensionfree
needs, and public perceptions could influence audiences’ continuous
viewing intentions towards Chinese documentary programs. Meanwhile, the
factors of gender, age, and the year of study indicated significant effects on
continuous viewing intentions among all socio-demographic factors except for
subjects. At last, satisfaction as a mediating variable showed a significant effect.
This research contributed to provide a new perspective to understand the
theory of uses and gratification by introducing the public perceptions from
agenda-setting theory as an independent variable and also by solving specific
research questions using mixed methods. Moreover, various practical
implications for policymakers and media practitioners (such as broadcasters,
video websites, documentaries producing teams, etc.) were further discussed. |
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