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| Author: | Lu, X. Lo, H-P. |
| Title: | Television audience satisfaction antecedents and consequences |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 354-363 |
| Index terms: | advertising effectiveness television advertising consumer satisfaction |
| Language: | eng |
| Abstract: | This study deals with audience viewing behaviour by investigating the antecedents (here as: ants.) and consequences (as: conqs.) of audience satisfaction (as: aud-satfn.) of television programs. Besides the constructs of "cognitive expectation" and "audience involvement" from the previous research, this study hypothesizes that "connectedness" and "TV programs' performance at attribute level" are two additional ants. of aud-satfn. Consistent with satisfaction research in marketing, "repeat watching intention" and "audience voice" are proposed as two consqs. of aud-satfn. etc. |
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