由透鏡理論探索觀影者判斷線索對其決策信心及滿意度影響

Abstract

本研究以認知心理學的透鏡模式為基礎，探究觀影者在觀影前挑選選片的決策過程仰賴哪些線索以確保這個選擇能符合自己的期望，以及實際上是什麼線索對觀影者選片的決策發揮效用，這些線索是否一致。本研究採問卷調查法，以便利抽樣方式，針對噗浪的觀影同好會、PTT電影板與問卷板的觀影者發放線上問卷，共回收804份有效問卷，觀影者的年齡主要為26-35歲，70.4%為大學學歷。研究結果發現影片的線索一致性為「導演」及「影片類型」；電影的線索一致性為「導演」；影集的線索一致性為「影片類型」。在情境方面，若觀影者獨自觀看影片，線索一致性為「影片類型」、「導演」及「預告片」；若觀影者和朋友、家人一起觀看，沒有一致的線索。影片的決策信心與滿意度之間為顯著低度正相關，顯示804位觀影者之間對這些線索的仰賴程度意見分歧，但仍呈現了觀影者的選片決策情形，或許可作為影片行銷宣傳的參考。最後說明本研究的研究限制及對未來研究的建議。

This study uses the perspective of a Lens model to explore the movie-goers' decision-making processes, which is the relative impact of different judgment cues utilization on movie-goers' decision making and cue validities of movie-goer's actual satisfaction. An online questionnairy posted to the movie-goers of movie-going club on Plurk, Movie and Q_ary on PTT. A total of 804 valid questionnaires were collected. The movie-goers are mainly 26 -35 years old, and 70.4% of them have a bachelor degree. The results are that the cues consistency of films is 'director' and 'film type'; the cues consistency of movies is 'director'; the cues consistency of series is 'movie type'. In terms of situation, if movie-goers watch films alone, the cues are consistent with 'film type', 'director' and 'trailer'. If movie-goers watch films with friends or family, there is no consistent cues. There is a significantly low positive correlation between the decision confidence and satisfaction, which shows that the 804 movie-goers have different opinions on the degree of reliance on those cues, but it still presents the decision-making process movie-goers. The findings may be useful for film marketing to promot films. Finally, the author notes shortcomings of the kinds of studies conducted to situations, limitations in the lens model methodolgy, and possibilities for future research.