The Influence of Attributional Confidence and Attraction in a Character Coming from Marvel Cinematic Universe on Parasocial Interaction
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Abstract
This research aimed to analyze correlation and predictor variables in the parasocial interaction process between an audience and a character from Marvel Cinematic Universe. The research method is the cross-sectional study, and the respondents were 456 Thais who were more 18 years old. Data gathered from the research was analyzed by employing exploratory factor analysis. The research result indicated that interpersonal attraction in this research comprised of 3 kinds: “shiftless attraction”, “trustworthiness attraction”, and “hard-to-reach attraction”. According to the hypothesis testing, Shiftless attraction and trustworthiness attraction correlated positively with, and were also predictor variables having an influence on, attributional confidence in a character. Trustworthiness attraction and hard-to-reach attraction correlated positively with, and were also predictor variables having an influence on parasocial interaction. Attributional confidence in a character correlated positively with, and were also predictor variables having an influence on parasocial interaction. This research result is able to be adapted in designing a character’s attribution on films and series to make audience feel attractive and create parasocial interaction. It is also gain benefit for further research related to parasocial interaction and parasocial relationship.
Article Details
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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