Motivasi penontonan filem di Netflix dalam kalangan rakyat malaysia semasa pandemik Covid-19
Nursajidah Yusof1, Mohd Syuhaidi Abu Bakar2.
According to a recent study, Netflix was the movie-watching platform of choice for the public throughout the COVID-19 pandemic. This study was conducted to explore the motivation of watching movies on Netflix among Malaysians during the COVID-19 pandemic. A qualitative method was used to explore the motivations that motivated Malaysians to watch movies on Netflix. The informants were selected using the purposive sampling technique in which this study interviewed 10 informants who have subscribed to Netflix. The findings of the study revealed that there are several things that motivate Malaysians to watch movies in Netflix during the COVID-19 pandemic, i.e. in terms of time, age, and technological development. In terms of time, Malaysians watch Netflix to reduce boredom, due to options in time management, to fill free time, can watch according to their free time, can reduce stress and the comfort in choosing a viewing schedule. In terms of age, a person is motivated to watch Netflix due to several factors such as unlimited viewing options, and age choice. In terms of technological development, a person is motivated to watch Netflix due to the use of advanced technologies, easy access, saving time, saving costs, the availability of technology-related movie products, and the internet facilities they have. The results of the study also showed that during the COVID-19 pandemic, there were other motivations for watching movies on Netflix, namely in terms of peer influence, social media, physical and mental, stress reduction, user-friendliness, and advertising, interest, and film quality and storytelling. Therefore, this study is expected to serve as a reference for future studies on Netflix.
Affiliation:
- Universiti Teknologi MARA (UiTM) 40450 Shah Alam, Malaysia, Malaysia
- Universiti Teknologi MARA (UiTM) 40450 Shah Alam, Malaysia, Malaysia
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