Abstract
This research aims to discover the impact of emotions including arousal and pleasure on satisfaction and the chances of the occurrence of word of mouth and positive word of mouth with a moderation of age, sex, and income upon Indonesian movie consumption in an emerging market. The research samples are viewers of Indonesian movies within the last six months who live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi), and the data gained from the sample were processed using the structural equation modeling method. The results showed that arousal has a positive impact on pleasure, and both arousal and pleasure have a positive impact on satisfaction. Moreover, arousal and satisfaction also have a positive impact on the likelihood of word of mouth, and positive word of mouth, but pleasure does not have an impact on the likelihood of word of mouth and positive word of mouth. On the impact of the moderation of age, sex, and income, only sex made a significant change.
| Original language | English |
|---|---|
| Title of host publication | Business and Management Issues in the Global and Digital Era |
| Subtitle of host publication | Indonesian Perspectives |
| Publisher | Nova Science Publishers, Inc. |
| Pages | 261-278 |
| Number of pages | 18 |
| ISBN (Electronic) | 9781536165302 |
| ISBN (Print) | 9781536162752 |
| Publication status | Published - 11 Nov 2019 |
Keywords
- Arousal
- Consumption emotions
- Indonesian movie consumption
- Pleasure
- Satisfaction
- Word of mouth