When do Original Movies Dominate Sequels? The Moderating Effects of Film Types and Product Knowledge

Shu-Yu Yeh

《Asia Pacific Management Review》 預刊文章 Pp. 1-17

並列摘要

Using several quasi-experimental designs with 280 participants from Taiwan, this study explores how and when original movies can dominate sequels, based on analogy learning theory. When a consumer's purchase decision reflects greater product knowledge, the preference for original movies dominates the preference for sequels such that other original movies are preferred over the sequel to a known original film. Extending the research to different types of sequels, this study reveals that numbered sequels achieve greater familiarity effects than name-based sequels on judgment and a sense of connection, but not preferences.

並列關鍵字

Analogy learning ； experience goods ； film types ； product knowledge ； motion picture types