Exploring the Effect of Experiential Marketing on Movie-Watching Intention: Examples of Same Name Mobile Movie Games

• Main Authors: Yang, Chao Chi, 楊兆祺
• Other Authors: Hsiao, Chun-Hua
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/8de63h

碩士 === 開南大學 === 企業與創業管理學系 === 102 === Online games have been a highly popular form of entertainment for a long time, especially for university students. The advanced technologies (e.g., wireless network) even facilitate this trend. Users can play games through their handheld devices, such as smartphone, PDA, tablet computer, or portable media player, anytime and anyplace. According to a survey by FIND (Institute for information industry) in the Institute for information industry in April 2012, game software category (55.4%) is the highest preferences of mobile device application usage behavior for people in Taiwan. Among the mobile games, movie games have gradually received great attention. Unlike traditional mass marketing for movie promotions, such as trailer, premiere, the official website, the same name movie game app is novel and can attract consumers’ attention. Thus, the same name movie game app could have certain interactive effect with movies. The purpose of this study is to explore the effects of experiential marketing on movie-watching intention with the case of the same name mobile movie game. The influential effects of users’ satisfaction and loyalty toward the same name mobile movie game on movie-watching intention are also under investigation. Online survey method with structural equation modeling (SEM) was employed to examine the proposed model. As a result, a total of 268 usable student samples were collected for subsequent analysis. The results show that perceived enjoyment of Mobile Movie Game has significant effect on satisfaction and loyalty toward the game. Flow experience also impacts loyalty positively. Finally, visual attractiveness of Mobile Movie Game has significant effect on satisfaction toward the game and movie-watching intention. Implications for practitioners for both movie industry and mobile game industry are discussed and proposed.