Study The Relationship Analysis Between Audience Televiewing Behaviers,Product Involvement,Satisfaction And Loyalty Of Teleplays Adapted From Online Novel

After more than ten years of development,online novel adaptation,has entered a period of resource integration.With IP as its link,it has cooperated with the traditional film and TV industry,online games,online literature,financial services and star peripheral products to form a Excessive entertainment and extensive consumer industry chain.Moreover,the adaptation of online novel is also one of the main types of TV series in our country,occupying a high market share.Therefore,this thesis chooses the TV series adapted from online fiction as theme,the audience as the research object,and analyzes the relationship between audience's televiewing behavior,product involvement,satisfaction and loyalty,and thus improving the conversion rate of consumers of teleplay.Based on the questionnaire survey,this thesis uses SPSS 20.0 software to analyze the relevancy demographic variables,televiewing habits and dependent variable ratings,product involvement,satisfaction,loyalty data from the aspects of descriptiveness,relevance,Reliability and Variance.The specific analysis results are as follows:1.TV ratings and product involvement,satisfaction,loyalty were moderately positive correlation;2.Product involvement and satisfaction are low positive correlation;3.Loyalty and product involvement,satisfaction was moderately positive correlation;4.There is no difference in the gender,age and televiewing behavior among the demographic variables,but there are significant differences in occupation,monthly expenditure,educational level and televiewing behavior.5.There are no differences in gender,age,occupation,educational level and product involvement among the demographic variables,but monthly expenditure and televiewing habits are significantly different from product involvement;6.There are no differences in gender,age,monthly expenditure,occupation and satisfaction among the demographic variables,but there are significant differences in education,televiewing habits and satisfaction.7.There are no differences in gender,age and loyalty among the demographic variables,but there are significant differences in occupation,monthly expenditure,educational level and loyalty;At the same time,there are altogether seven discoveries.First,it is found that the process efficiency of the arrival rate-cognition-attitude is more high in the process of communication,but in the arrival rate-behavior process is not ideal.Second,it gets a high recognition degree from novel and performers' fans.Third,28 ages and the older have a comparatively higher recognition.Fourth,there is no gender-based and age-free audience.Fifth,there are big differences among groups with different qualifications,occupations and monthly expenditures.Sixth,the relationship between televiewing behavior of audiences,product involvement,satisfaction and loyalty is positive.Seventh,the loyalty of audience is higher.Therefore,it is suggested that relevant staff who work for adaptation of online novel should establish a good interactive mechanism to promote the audience's consumption behavior and raise their awareness of paying.