Title: Measure audiences' satisfaction through user generated content-satisfaction research in motion picture industry

Authors: Yan Wang; Jingjing Han; Songzhu Zheng

Addresses: College of Science, Communication University of China, No. 1 East Street, Dingfu Village, Chaoyang District, Beijing 100024, China ' College of Science, Communication University of China, No. 1 East Street, Dingfu Village, Chaoyang District, Beijing 100024, China ' College of Science, Communication University of China, No. 1 East Street, Dingfu Village, Chaoyang District, Beijing 100024, China

Abstract: This work mainly explores the possibility of the measure of film audiences' satisfaction level, which based totally on the content generated by user with PLS-SEM. The result displays certain reliability, validity and predictive relevance. Besides, factors that contribute to audiences' satisfaction are scrutinised in this work. It can supply some meaningful implication to film distributors, exhibitors and future relative research. Conclusions of our research are as follow: external promotion shows significant positive direct effect on audience expectation and has a noticeable impact on connected endogenous variable's predictive ability, which suggests that post-released advertising and online communication have positive impact on audiences' expectation, i.e., ads can expand the scale of potential audiences. Besides, external promotion has significant positive direct effect on audiences' satisfaction and medium effect on its predictive ability, which corroborates the hypothesis that ads and online communication can help audiences appreciate their experience. Finally audiences' expectation shows significant positive direct effect on audiences' satisfaction, which proves the hypothesis that audiences' expectation has positive impact on audiences' satisfaction.

Keywords: PLS-SEM; consumer generated content; audience satisfaction; film industry; word-of-mouth; art; technology.

DOI: 10.1504/IJART.2017.092496

International Journal of Arts and Technology, 2017 Vol.10 No.4, pp.285 - 300

Received: 30 Oct 2017
Accepted: 19 Apr 2018

Published online: 13 Jun 2018 *

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