Television audience satisfaction : Antecedents and consequences

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

15 Scopus Citations
View graph of relations

Author(s)

  • Xiaoling Lu
  • Hing-Po Lo

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)354-363
Journal / PublicationJournal of Advertising Research
Volume47
Issue number3
Publication statusPublished - 2007

Abstract

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.

Citation Format(s)

Television audience satisfaction: Antecedents and consequences. / Lu, Xiaoling; Lo, Hing-Po.
In: Journal of Advertising Research, Vol. 47, No. 3, 2007, p. 354-363.

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review