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http://dx.doi.org/10.5392/IJoC.2022.18.1.040

A Study of Chinese Kung Fu Films based on the analysis of uses and Gratifications Theory  

Huang, Xing (SangMyung University)
Lee, Jong-Yoon (SangMyung University)
Liu, Shanshan (Nanyang Institute of Technology)
Publication Information
International Journal of Contents / v.18, no.1, 2022 , pp. 40-55 More about this Journal
Abstract
Kung fu films stand out among many types of films and are sought after by a large number of loyal audiences. In order to explore the mystery, we use the theory of uses and gratifications theory to study kung fu films in order to explore the audience's viewing needs of kung fu films In the existing research, most scholars adopt qualitative research and Chinese culture contained in kung fu movies. Few people use quantitative research, and this area of research is almost blank. Therefore, we conducted a quantitative research on kung fu films based on the methodology of uses and gratifications. The questions revolve around: Can kung fu movies meet audiences' needs? What is the purpose of watching a kung fu movie? After analysis with SPSS, interesting results emerged. In the regression analysis, we found that the psychological need for compensation has a positive impact on Viewing satisfaction, while the social need has a significant negative impact on viewing intention. At the end of the article, we also put forward my own solutions. We also hope to provide better suggestions for the development of Chinese kung fu films through my research, so as to make kung fu films more perfect.
Keywords
Chinese Kung Fu Films; Uses and Gratifications Theory; SPSS Viewing satisfaction; Viewing intentions;
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