On the post-acceptance of mobile movie-themed games
作者：
Highlights：
• The study examines the effects of experiential marketing on post-acceptance of mobile movie game.
• Five experiential motives-thematic attractiveness, enjoyment, flow, act, and relate are highlighted in the MMG contexts.
• Loyalty to movie games can be determined by players’ flow, act, and relate.
• Movie-watching intention is mainly derived from thematic attractiveness, enjoyment, act, and relate.
• Gender differences are found in some theoretical relationships.
摘要
•The study examines the effects of experiential marketing on post-acceptance of mobile movie game.•Five experiential motives-thematic attractiveness, enjoyment, flow, act, and relate are highlighted in the MMG contexts.•Loyalty to movie games can be determined by players’ flow, act, and relate.•Movie-watching intention is mainly derived from thematic attractiveness, enjoyment, act, and relate.•Gender differences are found in some theoretical relationships.
论文关键词：Mobile movie-themed games,Experiential marketing,Loyalty,Movie-watching intention,Gender differences
论文评审过程：Received 14 November 2014, Revised 16 June 2016, Accepted 16 June 2016, Available online 16 June 2016, Version of Record 23 June 2016.
论文官网地址：https://doi.org/10.1016/j.elerap.2016.06.003
