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Abstract:
The purpose of the present research proposal is to identify the determinants of motion picture box office in China. Five potential such determinants will be investigated, and there are personnel attractiveness, cultural familiarity, timing, critic and advertising. That is, the relationships aforementioned independent variables and the dependent variable (motion picture box office in China) will be examined in the present study. Such relationship strength can only be identified based on quantitative data, and hence the deductive/quantitative research approach will be used. Hypotheses are developed based on the previous studies and theories. Secondary quantitative data from the movies released from 2012 to 2014 in China will be collected to test the hypotheses, on the basis of the simple random sampling method. Data analysis will be conducted based on the SPSS 19.0, the standard multiple linear regression analysis will be conducted to examine the relationship strength between the aforementioned independent variables and the dependent variable.
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