| Nowadays we are in the time of Experience Economy. The marketing age of simply laying emphasis on the product features and price has passed. Vendors need to focus on the establishment of the consumption experience and value. Similarly, the reality show production institutions also need to grasp the audience psychology. Specifically strengthen the audience experience and value perception. Provide the audience an audio-visual feast which can touch their emotion and stimulate their minds.On this background, this article is based on experience marketing related theory, innovatively taking reality shows as research theme, in the case of Where Are We Going Dad. The research problem and purpose mainly includes discussing the definition and dimensional structures of Viewing Experience, Experiential Value and Behavioral Intention; empirically testing how the audiences’Viewing Experience, Experiential Value and Behavioral Intention is, and exploring the influence of the relationship between the elements; discussing the mediation effect of Experiential Value between Viewing Experience and Behavioral Intention; making targeted suggestions for reality shows based on the results of data analysis.This research collects data through web surveys and conducts statistical analysis of362valid samples by SPSS19.0software. Through the theoretical hypothesis and empirical study, this article draws the following main research conclusions:First, the Viewing Experience has a significant positive influence on Experiential Value, but not all the internal dimensions of the Viewing Experience have significant positive influence on each of the internal dimensions of Experiential Value. Among them, Sense, Feel and Relate have significant positive influence on Consumer Return On Investment, Playfulness and Aesthetics; Sense and Feel have significant positive influence on Service Excellence.Second, the Experiential Value has a significant positive influence on Behavioral Intention, but not all the internal dimensions of the Experiential Value have significant positive influence on each of the internal dimensions of Behavioral Intention. Among them, Consumer Return On Investment, Playfulness and Aesthetics have significant positive influence on Viewing Intention and Recommendation Intention; Consumer Return On Investment and Aesthetics have significant positive influence on Active Participation Intention and Derivative Consumption Intention.Third, the Viewing Experience has a significant positive influence on Behavioral Intention, but not all the internal dimensions of the Viewing Experience have significant positive influence on each of the internal dimensions of Behavioral Intention. Among them, Sense, Feel and Relate have significant positive influence on Viewing Intention and Recommendation Intention; Think and Relate have significant positive influence on Active Participation Intention and Derivative Consumption Intention.Fourth, Experiential Value has a significant partial mediation effect between Viewing Experience and Behavioral Intention. |
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