Title Page
Contents
Abstract 8
Chapter 1. Introduction 10
1.1. Background of the Study 10
1.2. Objectives of the Study 13
1.3. Research Questions 14
1.4. Academic contribution of the thesis 14
Chapter 2. Theoretical Background 17
2.1. Online Movie Consumption and Trailers 17
2.2. Narrative Transportation & Persuasion 19
2.2.1. Definition of Narrative and Narrative processing 19
2.2.2. Narrative persuasion 21
2.2.3. Genre and Transportation 22
2.2.4. Repeated Exposure and Transportation 23
2.2.5. Transportation and Viewer's Personal Transportability 23
2.2.6. Demographic Factors: Age, Sex, and Education 24
2.3. Involvement 25
2.4. Audience Activity 27
Chapter 3. Study 1 30
3.1. Research Method 32
3.1.1. Stimuli Creation 32
3.1.2. Instruments 33
3.1.3. Participants and Procedure 35
3.2. Results 36
3.2.1. Descriptive Results and Manipulation Check 36
3.2.2. Hypotheses Test 38
3.3. Discussion 41
Chapter 4. Study 2 44
4.1. Research Method 46
4.1.1. Stimuli Creation 46
4.1.2. Instruments 47
3.1.3. Participants and Procedure 48
4.2. Results 50
4.2.1. Descriptive Results and Manipulation Check 50
4.2.2. Hypotheses Test 52
4.3. Study 2 Extended Model 54
4.3.1. Background of Extended Study 2 54
4.3.2. Results 56
4.3.3. Discussion in Extended Study 2 58
4.4. Discussion 60
Chapter 5. Study 3 61
5.1. Research Method 62
5.2. Results 64
5.2.1. Descriptive Results and Manipulation Check 64
5.2.2. Hypotheses Test 66
5.3. Extended Study 3 69
5.3.1. Results 70
4.3.3. Discussion in Extended Study 3 71
5.4. Discussion 73
Chapter 6. General Discussion 74
6.1. Summary and Conclusion 74
6.2. Theoretical and Managerial Contribution 75
6.3. Limitations and Future Research 77
References 80
Appendix 93
[Appendix 1. instruments of Study 1] 93
[Appendix 2. Instruments of Study 2] 99
[Appendix 3. Instruments of Study 3] 106
[Appendix 4. The Result of Extended Study 2] 113
[Appendix 5. Result of Extended Study 3] 114
국문요약 115
Table 1. Elements of Audience Activity 28
Table 2. Summary of Instruments 34
Table 3. Results of Descriptive Analysis 37
Table 4. Means, Standard Deviations, and Correlations 37
Table 5. Results of Manipulation Check 38
Table 6. Summary of Instruments 48
Table 7. Results of Descriptive Analysis 51
Table 8. Means, Standard Deviations, and Correlations 51
Table 9. Results of Manipulation Check 51
Table 10. Moderation Analysis 53
Table 11. Path Coefficient and Indirect Effects for Mediation Models 59
Table 12. Summary of Instruments 64
Table 13. Results of Descriptive Analysis 65
Table 14. Means, Standard Deviations, and Correlations 65
Table 15. Results of Manipulation Check 66
Table 16. Moderation Analysis 68
Table 17. Path Coefficient and Indirect Effects for Mediation Models 72
Figure 1. Layout Examples of OTT Services: Netflix and Popcorn Time 11
Figure 2. Distinction between Story and Narrative 20
Figure 3. Research Model of Study 1 32
Figure 4. The Difference between Transportation by Narratives 38
Figure 5. Results of ANOVA to Test Moderation of Genre 40
Figure 6. A Revised Moderated and Mediation Model 42
Figure 7. Results with Audience Activity. 42
Figure 8. Research Model of Study 2 46
Figure 9. The Difference between Transportation by Narratives 52
Figure 10. Ad Hoc Research Model of Ad Hoc Study 2 56
Figure 11. Path Analysis with Extended Study 2 57
Figure 12. Research Model of Study 3 62
Figure 13. The Difference between Transportation by Narratives 66
Figure 14. Difference between Transportation by Transportability 67
Figure 15. ANOVA Analysis 69
Figure 16. Path Analysis with Extended Study 3 70