Determinants of Final Project Commercialization among Movies and Art Students:  Moderating Impact of Socioeconomic and Education Disparities

Lanxin; Zaheril Bin  Zainudin

doi:10.48165/sajssh.2024.5405

Authors

Lanxin Sichuan University of Media and Communications, China.
Zaheril Bin Zainudin Faculty of Creative Industries, City University Malaysia, Malaysia.

DOI:

https://doi.org/10.48165/sajssh.2024.5405

Keywords:

Commercialization capabilities, Creative ideation, Socioeconomic factors, educational disparities, China

Abstract

Background and Purpose: This research has designed the main objective to elucidate the role of different commercialization capabilities (competitive intelligence capabilities, knowledge management capabilities and quality management capabilities) in predicting the creative ideation of art and movie students. Additionally, the moderating impact of socioeconomic status and education disparities is also considered in the conceptual framework. Methodology: This study was conducted within the context of China and the art and movies students were assessed using random sampling. A self-structured questionnaire was distributed and quantitative data through closed-ended questions was gathered from the target population. The main analysis technique was the Partial Least Square Structural Equational Modelling PLS-SEM in the Smart PLS application. Findings: With the bootstrapping method, the analysis results depicted the significant and positive influence of commercialization capabilities (including competitive intelligence capabilities, knowledge management capabilities and quality management capabilities) and creative ideation among the art students. Conclusion and Implications: The education disparities suggested a significant external role in influencing the association between commercialization capabilities and creative ideation. With these findings, this study has made a novel contribution to the knowledge field by sharing the perceptions of art and movie students and enlightening their reflections regarding the commercialization of their projects and subjective hard work.

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