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http://dx.doi.org/10.5392/IJoC.2010.6.4.090

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

Park, Bong-Won (Department of Interaction Science Sungkyunkwan University)
Ahn, Jae-Hyeon (Business School KAIST)
Publication Information
International Journal of Contents / v.6, no.4, 2010 , pp. 90-100 More about this Journal
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.
Keywords
Transmedia storytelling; Customer satisfaction; Word-of-mouth communication; Repurchase intention;
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