Correlation Analysis between the Products Involvement and Audience Satisfaction of the Web Fiction-adapted Teleplay

Abstract

To understand audience's satisfaction and product involvement of the web fiction-adapted teleplay and promoted the teleplay profit, based on questionnaire survey, the reliability, factor, descriptive, relevance and cluster analysis were conducted through the SPSS with demographic variables, viewing habits as independent variables and audience's satisfaction and product involvement as dependent variables. The results showed that: the satisfaction of the audience was positively correlated with product involvement, and there were diversities between watching habits and the audience's satisfaction and product involvement. Gender, age, educational level and occupation had no effect on product involvement, but there were significant diversities between the audience's monthly cost, viewing habits and product involvement. Gender, age, monthly cost, occupation had no impact on satisfaction, but there were significant diversities between the audience's educational level, watching habits and satisfaction.