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

Bong-Won Park, Jae-Hyeon Ahn
2010 International Journal of Contents  
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
more » ... 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. Construct Description of measurement items Source Customer satisfaction -I am satisfied with this TV series (movie). -I think that this TV series (movie) is very good. Bodet [18] Hellier et al. [19] Macintosh and Lockshin, [21] Ping [23] Positive word-ofmouth communication -I recommended this TV series (movie) to friends. -I said positive things about this TV series (movie) to other people.
doi:10.5392/ijoc.2010.6.4.090 fatcat:pd2z54fuwbgqxkydl44iywkcs4