A Pilot Study on Factors Influencing Audiences’ Continuance Intentions of Chinese Online Film Festival

Abstract

The recent rise and development of online film festivals have transcended geographical limitations, allowing films and filmmakers to reach audiences who can participate from the comfort of their homes. This shift has made the study of the positioning and future development of online film festivals a focal point in the film industry. However, there is currently a paucity of research on online film festivals. Most studies focus on the curatorial, economic, or cultural tourism significance of these festivals, often overlooking the perspective of the audience. Based on uses ad gratifications theory and technology acceptance model, this pilot study aims to understand the experiences of audiences participating in online film festivals and to predict their continuance intention. This study collected data through an online survey, inviting 34 participants from film fan communities and social media-related keywords. In the final analysis, 32 valid responses were retained. The results indicate that audience gratification and positive attitudes are critical factors influencing their intention to continue participating in online film festivals. This finding underscores the importance of enhancing audience gratification and fostering positive attitudes for the sustainable development of online film festivals. This study is crucial for film festival organizers, as understanding the audience's intentions to continue participating can aid them in making more informed decisions in future event planning and organization, thereby promoting the long-term development of online film festivals. This pilot study is based on a small sample size and covers a limited group. Therefore, future research should increase the sample size to obtain more convincing results, providing further support for the development of online film festivals.