RT Journal Article
SR Electronic
T1 Television Audience Satisfaction: Antecedents and Consequences
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 354
OP 363
DO 10.2501/S0021849907070365
VO 47
IS 3
A1 Xiaoling Lu
A1 Hing-Po Lo
YR 2007
UL http://www.journalofadvertisingresearch.com/content/47/3/354.abstract
AB To help increase the effectiveness of television broadcasting and advertising, this article studies audience viewing behavior by investigating the antecedents and consequences of audience satisfaction of television programs. Besides two constructs (“cognitive expectation” and “audience involvement”) proposed by previous researchers, this article hypothesizes that “connectedness” and “TV programs' performance at attribute level” are two additional antecedents of audience satisfaction. Additionally, people's judgment on programs' attributes display loss aversion according to the well-known prospect theory. Consistent with satisfaction research in marketing, “repeat watching intention” and “audience voice” are proposed as two consequences of audience satisfaction. Moreover, the viewers' “likelihood to watch the embedded advertisements in order not to miss the following stories” is considered as another consequence of audience satisfaction. Empirical study is conducted to test the proposed theoretical hypotheses and the implications of the research results are discussed.