Previous Satisfaction and Positive Word-of-Mouth Communication as Antecedents to Purchase Intention in Transmedia Storytelling

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As the reuse of content becomes a strategy for the entertainment industry, managerial insight on customers is needed to be cultivated in order to run a successful business. This study analyzes the impact of previous satisfaction on consumption intention for content in another medium. To do this, two data sets are collected: cases of movie-to-TV series and TV series-to-movie and analyze them using a structural equation modeling approach. The results of our analysis show that satisfied viewers of a movie tend to communicate their positive feelings via word-of-mouth communication and demonstrate repurchase intention of another medium afterward. However, satisfaction does not automatically lead to repurchase intention in another medium. While satisfied viewers of a TV series show a statistically positive repurchase intention for a movie, satisfied viewers of a movie do not show a direct repurchase intention for a TV series. This result demonstrates an asymmetric relationship between satisfaction and repurchase intention across media, and its strategic implications are further discussed.
Publisher
한국콘텐츠학회
Issue Date
2010-12
Language
Korean
Citation

INTERNATIONAL JOURNAL OF CONTENTS, v.6, no.4, pp.90 - 100

ISSN
1738-6764
URI
http://hdl.handle.net/10203/96810
Appears in Collection
MT-Journal Papers(저널논문)
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