International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Movie Experience Sharing on Social Networking Sites of Cinema: Interplay between Telepresence and Customer Delight

  • Zong-Yi Zhu (Graduate School of Business Administration, Kook-Min University) ;
  • Hyeon-Cheol Kim (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2023.11.30
  • Accepted : 2023.12.20
  • Published : 2023.12.31
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Abstract

This study aims to investigate the effects of telepresence on young moviegoers' flow experiences and social interactions, and the impact on consumer delight, trust, and experience sharing behavior on cinema mobile social network site pages. Given the scarcity of telepresence research, indirect telepresence on experience sharing via two experiences and social interactions is also included. The study used pages from Korean cinema mobile social network sites, and 175 Chinese moviegoers residing in Korea participated. We found that telepresence positively impacts the activity in both human-human and human-computer interactions. We further contend that telepresence positively affects perceived enjoyment and attentional focus. However, perceived enjoyment does not significantly affect consumer delight. We found that consumer delight positively influences consumer trust and movie experience sharing. Moreover, we illustrated that telepresence significantly and indirectly influences consumer movie experience-sharing behavior through attention focus and consumer delight. Our results provide crucial insights for future study and practical managerial.

Keywords

References

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