ERIC Number: EJ1379433
Record Type: Journal
Publication Date: 2022
Pages: 22
Abstractor: As Provided
ISBN: N/A
ISSN: N/A
EISSN: EISSN-2331-186X
Relationship between Chinese Viewers' Attitude toward Fansub Videos and Attitude against Sponsorship
Boonchutima, Smith; Lou, Ruiqi
Cogent Education, v9 n1 Article 2102481 2022
In this study, we investigated Chinese viewers' attitudes toward fan-subtitled (fansub) online courses, sponsorship, and the sponsors of online courses. In addition, the relationships among these three attitude variables were examined. A cross-sectional research design based on a quantitative methodology was employed in the study. An online questionnaire was sent on the forum page of a selected fansub group's website, and a sample size of 216 participants was obtained. The main analytical tools were one-sample t-tests and Pearson's correlation coefficient. The results from the participants showed that the three attitude variables were consistently positive and correlated with each other, implying that audiences generally like fansub videos and that sponsoring online fansub courses can be effective in generating a positive brand impression. Sponsorship executives should communicate the goodwill provided by the sponsor rather than just simply commercializing the activity. From a broader perspective, these findings provide additional arguments in favor of online courses as desirable tools for knowledge transfer.
Descriptors: Correlation, Case Studies, Video Technology, Online Courses, Web Sites, Sample Size, Attitude Measures, Marketing, Commercialization, Adult Education, Consumer Economics, Foreign Countries, Semantic Differential, Item Analysis
Cogent OA. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Adult Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: China
Grant or Contract Numbers: N/A