An Understanding of Malaysian Cinemagoers in the Post COVID-19 Era by Using a Computational Ontology

Wang Changsong, Low Jinghong, Aleena Tan Poh Ling, Muhammad Afiq Bin Sukiman and Lucyann Kerry

SAGE Open, 2024, vol. 14, issue 2, 21582440241260612

Abstract: Since the first phase of the lockdown in Malaysia, the cinema has been the place which best exemplifies the implementation of the control order in the venue-based sectors. After almost 2 years of physical distancing and lifestyle changes, the authority attempted to bring a new form of “ normal life †to its residents. Such a decision witnessed more economic sectors were permitted to reopen, cinema among them. This study employed a mixed-method approach which aims to identify the emerging factors which inform about Malaysian audiences’ perception of cinema-going in the context of the COVID-19 pandemic. It examines the audiences with the help of the Theory of Planned Behavior (TPB) as this theory claims that people are more likely to act in a certain way if they feel certain behaviors will lead to specific results that are in keeping with their values. This study identified the attitude toward cinema reopening and readiness toward visiting cinema are able to significantly predict all the related factors of cinemagoers’ willingness in the post COVID-19 era. The results informed on the concerns of their family members, friends, and those with whom they have regular physical contact have become the agent of decision-making in terms of cinema-going.

Keywords: audience studies; computational ontology; Malaysian cinema viewers; post COVID-19 pandemic (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241260612

DOI: 10.1177/21582440241260612

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