IDEAS home Printed from https://ideas.repec.org/a/aag/wpaper/v26y2022i2p48-63.html
   My bibliography  Save this article

Trans-purchase Intention in Transmedia Storytelling

Author

Listed:
  • 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)

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.

Suggested Citation

  • Thi Le Huyen Nguyen & Jovi Sulistiawan & Alireza Ajdari, 2022. "Trans-purchase Intention in Transmedia Storytelling," Advances in Decision Sciences, Asia University, Taiwan, vol. 26(2), pages 48-63, June.
    • Handle: RePEc:aag:wpaper:v:26:y:2022:i:2:p:48-63
    as

    Download full text from publisher

    File URL: https://iads.site/Trans-purchase-Intention-in-Transmedia-Storytelling
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aag:wpaper:v:26:y:2022:i:2:p:48-63. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vincent Pan (email available below). General contact details of provider: https://edirc.repec.org/data/dfasitw.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.