Exploring the Effect of Experiential Marketing on Movie-Watching Intention -- The Example of Mobile Movie Theme Games

The purpose of this study is to explore the effects of experiential marketing factors on satisfaction and movie-watching intention with the case of Mobile Theme Movie Games (MTMGs). The influential effects of users' satisfaction of Mobile Movie Theme Games on movie-watching intention are also investigated. Online survey method with structural equation modeling (SEM) was employed to examine the proposed model. As a result, a total of 268 valid respondents were collected for subsequent analysis. The results showed that perceived enjoyment of Mobile Movie Theme Game had a significant effect on satisfaction toward the game. Flow experience failed to impact both satisfaction and movie-watching intention. Finally, visual attractiveness of Mobile Movie Theme Game had significant effects on satisfaction toward the game and on movie-watching intention. Implications for both movie industries and mobile game industries are discussed.