||This study concerns with the characters, movie watching behaviors and lifestyles of the audiences of Kaohsiung Film Archive. Kaohsiung Film Archive, one of the local cultural museums in Kaohsiung city, provides film exhibitions and movie activities for people. The museum studies in Taiwan seldom discussed the audiences’ behaviors based on personal psychological variables. On the other hand, most of the researches about movie viewers were focused in Taipei. This study attempts to reveal the differences of viewers between Kaohsiung Film Archive and other movie theaters. Some marketing suggestions for Kaohsiung Film Archive will be raised based on this study.|
This research has been conducted by questionnaire surveies from January 20th, 2010 to February 10th, 2010 in Kaohsiung Film Archive daily. 387 valid questionnaires are collected from the audience going to the screen room on the 3rd floor. The result shows: The majority of the movie viewers in Kaohsiung Film Archive are college-educated. The ratio of femail audience to male is 6:4. Their age distributes equally from the youth to retirements. Many people attend movies alone in Kaohsiung Film Archive, and plan the trips in advance. Their motivations to watch movies and the criteria for choosing movies are similar to the results found in the past. Except the mainstream romance and comedy, the study also finds that the audiences’ favorite movie genres include non-mainstream art, documentary, and adaption of literary etc.
With respect to viewers’ lifestyles, there are 27 questions in the study listed on the scale meter. By using factor analysis and reliability tests, six common factors can be classified: “loving cinematography,” “independent and appreciative,” “engaging in community activities,” “enjoying family life,” “taking part in social activities,” and “calm and gentle nature.” These common factors further can be divided into 3 groups: “pragmatic,” “art and leisure” and “fashion and dynamic.” The characters and movie-watching behaviors of these three groups are quite different. The age of “pragmatic” people are relatively aged. They don’t have paracticular vhoice of movie genres. The most frequently moviegoers are “art and leisure” people, distributed in all ages. They like to watch non-mainstream art and documentary movies. “Fashion and dynamic” group is the youngest people. Their choices of movies are the same as normal movie audiences.