A Study On Experience Value,Satisfaction And Behavior Intention Of Audience About Variety Show

Economic development has led to rapid development of cultural industry,and the prosperity of cultural industry has also enriched people's spiritual world.As an important part of the cultural industry,variety shows not only have humanistic value,but also have commercial value.In recent years,with the introduction of variety shows such as " Where are we going?Dad ",the tremendous business opportunities have aroused widespread concern and discussion in the media industry.Therefore,the audience behavior intention of the variety show is an important standard to measure the quality of the program.Its related research will help the program making institutions to improve the quality of the program and the ratings.The research taking the experience economy as the background,chooses the residents of Beijing as the investigation object,and carries out exploratory research on the audience of variety shows through sending questionnaires.The research process includes the establishment of comprehensive experience value,satisfaction and behavior intention and measurement items,designment and distribution of questionnaires,the application of partial least square path analysis to establish structural equation of the experience value,satisfaction and behavior intention about audience.The analysis of behavior intention was conducted with different demographic characteristics.The conclusion of the study is the following four main aspects:First,the experience value about audience has a significant positive impact on satisfaction,but the degree of influence is different.Aesthetics has the most significant impact on satisfaction,followed by consumer investment reward,service superiority and interest.Second,the experience value about audience has a significant positive impact on the behavior intention,but the degree of influence is different.In the recommendation intention,the direct impact of consumer investment reward on recommendation intention is the most significant,followed by interest and aesthetics,service superiority indirectly affects the recommendation intention through the mediating effect of satisfaction.In the dimension of active participation intention,the direct impact of consumer investment reward on active participation is the most significant,followed by service superiority and aesthetics,and interest indirectly affects active participation intention through the mediating effect of satisfaction.Third,the satisfaction about audience has a significant positive effect on the behavior intention,and the degree of influence is similar.Fourth,the audience satisfaction has a significant mediating effect on the influence of experience value dimension on behavior intention dimension.