Perceived Value and Continuance Watching Intention Toward Chinese Food Documentaries: The Sequential Mediating Roles of Watching Satisfaction and Audience Affection

Abstract

Based on the study of Guangzhou undergraduate students, this study examined the impact of perceived value (PV) on continuance watching intention (CWI) to Chinese food documentaries from the perspective of  sequential mediating role of watching satisfaction (WS) and audience affection (AA). Food documentaries in the digital media can fulfill a dual function of cultural dissemination and in influencing the values of young students and thus their cultural identity. However, the current research is primarily at the textual level of analysis or cultural interpretation, and there is only a little systematic empirical studies that explore the mechanisms of audience behaviours. To fill this void, this study used purposive sampling to send out questionnaires to 450 students in various universities in Guangzhou and 384 questionnaires were successfully collected and analyzed with Structural Equation Modelling (PLS-SEM). The results showed that multidimensional PV (quality value, cultural value and innovation value) was a significant predictor of WS, AA, and CWI. In addition, WS and AA mediated the effect of PV on CWI in turn. This research adds to the theory by applying perceived value theory (PVT)-Expectancy Confirmation Model (ECT) to cultural consumption contexts and theorizing and empirically testing a new sequential mediation mechanism. In practice, the document provides recommendations for documentary producers to ensure that their documents have high quality AV effects, rich cultural depth and high innovation value of AV effects, and that they can attract long-term audience attention to promote the sustainable development of the documentary industry.