DC Field | Value | Language |
---|---|---|
dc.contributor.author | 박봉원 | ko |
dc.contributor.author | 안재현 | ko |
dc.date.accessioned | 2013-03-09T16:02:38Z | - |
dc.date.available | 2013-03-09T16:02:38Z | - |
dc.date.created | 2012-02-06 | - |
dc.date.created | 2012-02-06 | - |
dc.date.issued | 2010-12 | - |
dc.identifier.citation | INTERNATIONAL JOURNAL OF CONTENTS, v.6, no.4, pp.90 - 100 | - |
dc.identifier.issn | 1738-6764 | - |
dc.identifier.uri | http://hdl.handle.net/10203/96810 | - |
dc.description.abstract | 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. | - |
dc.language | Korean | - |
dc.publisher | 한국콘텐츠학회 | - |
dc.title | Previous Satisfaction and Positive Word-of-Mouth Communication as Antecedents to Purchase Intention in Transmedia Storytelling | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.citation.volume | 6 | - |
dc.citation.issue | 4 | - |
dc.citation.beginningpage | 90 | - |
dc.citation.endingpage | 100 | - |
dc.citation.publicationname | INTERNATIONAL JOURNAL OF CONTENTS | - |
dc.contributor.localauthor | 안재현 | - |
dc.contributor.nonIdAuthor | 박봉원 | - |
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