A Study on the Effect of Audience Experience on Audience Satisfaction with Interactive Movies

Abstract

Interactive movies are multimedia content characterized by the addition of nonlinear narratives to the traditional narrative structure of movies and the interaction mechanism of video games. The nonlinear structure of interactive movies enables a unique viewing experience by allowing the audience to participate in the narrative and the audience to compose their own plot. In this study, we tried to find out the effect of audience experience on audience satisfaction for interactive movies. The audience experience was divided into Flow Experience, Emotional Experience, Relational Experience, and Marketing Communication Experience, respectively, and a total of five variables, including Audience Satisaction, were defined, and the correlation between each variable was proved. Reliability, validity, and hypothesis were verified using SPSS 26.0 and AMOS 24.0 based on a total of 272 questionnaires. Studies have shown that Flow Experience has a significant positive effect on customers