Trans-purchase Intention in Transmedia Storytelling

Thi Le Huyen Nguyen, Jovi Sulistiawan and Alireza Ajdari
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Thi Le Huyen Nguyen: Business Administration Faculty, University of Finance and Accountancy, Quang Ngai, Vietnam
Jovi Sulistiawan: Department of Business Administration, Asia Management College, Asia University, Taiwan
Alireza Ajdari: Human Resource Manager, Kimia Choob Golestan Co, Mahan Bld., Khordad Gharbi, Edalat22, Gorgan, Golestan

Advances in Decision Sciences, 2022, vol. 26, issue 2, 48-63

Abstract: This study examines the impact of customer satisfaction on consumption intention for content in another medium. Moreover, the mediating role of customers' word of mouth in the relationship between customer satisfaction of a media and purchase intention of the same content in another media is tested. The author uses Structural Equation Modeling to investigate the hypotheses and use bootstrapping method to examine the mediating role of word of mouth. Our results demonstrate the positive relationships among customer satisfaction, word of mouth, and purchase intention. Furthermore, word of mouth partially mediates the relationship between customer satisfaction and their trans-purchase intention. In the present day, there are many film studios try to gain and attract audiences to watch their movies and try to find many ways to maintain the existed audiences by using many platforms to promote their new movies and the audiences can be easy to find the trailer or the teaser from the television, internet (Youtube). Therefore, transmedia storytelling was considered in the case of reducing the financial risk in several ways. The author uses Mat Biec movie/novel to examine customers who have had a consumption of the same content in different media in this study.

Keywords: transmedia storytelling; customer satisfaction; word of mouth; trans-purchase intention; Mat biec. (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aag:wpaper:v:26:y:2022:i:2:p:48-63

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