Expectations of Malaysian Towards Local Film : a Case Study on Lee Chong Wei: Rise of the Legend Film among Chinese Young Adults in Malaysia

Chia, Xin Hui (2019) Expectations of Malaysian Towards Local Film : a Case Study on Lee Chong Wei: Rise of the Legend Film among Chinese Young Adults in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This research examine the expectations of Malaysian towards local film, by a case study on the movie Lee Chong Wei: Rise of the Legend among the Chinese young adults in Malaysia. The research objectives are to study the expectations of Malaysian Chinese young adults towards local films, the factors that influence their expectations, and their consumption behaviours towards local films. Furthermore, this research had used the method of online questionnaire, in order to gather the results from the respondents who have watched the movie Lee Chong Wei: Rise of the Legend before. According to the result from data collection, the respondents been successfully separated into few types by the researcher, based on the answers of their expectations, factors and consumption behaviours towards local films.