ABSTRACT

Based on a survey of 501 television viewers, this study investigated factors moderating the effect of viewer satisfaction on viewer loyalty toward television channels. Research hypotheses were tested using moderated regression analysis. The study found that viewer satisfaction, perceived service quality, corporate reputation, switching cost and price all positively influenced viewer loyalty while corporate reputation, gender, age, education and income did not influence viewer loyalty. Only switching cost and price had significant moderating effects on the viewer satisfaction-viewer loyalty relationship; the rest of the hypothesized relationships were insignificant. The findings of this study have theoretical, practical and future research implications.

摘要

基于对 501 名电视观众的调查，本研究调查了调节观众满意度对电视频道观众忠诚度影响的因素。研究假设使用缓和回归分析进行检验。研究发现，观众满意度、感知服务质量、企业声誉、转换成本和价格都对观众忠诚度有积极影响，而企业声誉、性别、年龄、教育和收入对观众忠诚度没有影响。只有转换成本和价格对观众满意度-观众忠诚度关系有显着的调节作用；其余假设的关系微不足道。本研究结果具有理论、实践和未来研究意义。