觀眾入場觀看3D電影動機之研究

Abstract

本研究主旨在探討觀眾入場觀看3D電影之動機。透過網路問卷調查法，針對有看過3D電影之觀眾進行施測，總計回收264份有效問卷。以IBM SPSS Statistics 19進行資料分析。利用描述性統計、獨立樣本t檢定、單因子變異數分析、卡方獨立性檢定等方法進行各項假設檢定。本研究之研究結果如下： 一、入場觀看3D電影之觀眾，以21~25歲的大學生為主要消費族群。其次為26~30歲的族群。 二、觀眾之「性別」、「年齡」、「教育程度」、「職業別」、「月收入」以及「婚姻狀態」與3D電影入場的「觀影動機」有顯著差異。 三、觀眾之在「性別」、「年齡」、「教育程度」、「職業別」、「月收入」以及「婚姻狀態」與3D電影入場的「觀影部數」有顯著相關。 四、不同的「觀影頻率」，與3D電影的「觀影部數」有顯著相關。 根據上述研究結果，針對3D電影相關業者及後續研究者提出相關建議。

The purpose of this study is to discuss the motive of the audience admission to 3D movies. The study used online questionnaire investigation for the audience who has seen a 3D movie and there were 264 valid questionnaires in total. The study used IBM SPSS Statistics 19, including descriptive statistics, independent t-test, one-way ANOVA and chi-square test of independence, to analyze data for the statistical hypothesis testing. In the study, the results are as follows: 1. The main group of the audience admission to 3D movies is 21 to 25-year-old college students while 26 to 30-year-old audiences are secondary. 2. Audiences with different gender, age, education level, occupation, monthly income and marital status have significant differences in the motive of admission to 3D movies. 3. There is a significantly positive correlation between the audience’s gender, age, education level, occupation, monthly income and marital status and the number of 3D movies which the audience has watched. 4. There is a significantly positive correlation between the viewing frequency and the number of 3D movies which the audience has watched. According to the results of the study above, applicable suggestions will be provided for industries related to 3D movies and future researchers.