Purchase Intention in Transmedia Storytelling: A Case Study of “MAT BIEC”
Regarding to in the present day, there are many film studios try to gain and attract the audiences to watch their own 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 easily 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. In this study, to understand customers who have consumed content in one medium want to consume the same content in other media, the author use Mat Biec film/novel to study. This study investigates the relationships among customers’ previous satisfaction, their word of mouth, and their purchase intention. Moreover, the author wants to test word of mouth as a mediator in the impact of customers’ previous satisfaction on their purchase intention. The author uses Structural Equation Modeling to investigate the hypotheses and use bootstrapping method to test the mediating role of word of mouth. Our results demonstrate the positive relationships among customers’ previous satisfaction, their word of mouth, and their purchase intention. Furthermore, word of mouth partially mediates the relationship between customers’ previous satisfaction and their purchase intention.
Keywords - Storytelling, Previous Satisfaction, Word of Mouth, Purchase Intention, Mat biec.