Movie Consumption Experience and Immersion: Impact on Satisfaction

The objective of this research is to explore whether movie consumption experience impacts satisfaction when consumers are immersed in this experiential context. First, immersion and consumption experience are defined; then, we propose a model that links theses two concepts with satisfaction. Second, we test this model by using measurement scales we developed for this purpose. Their psychometric properties are satisfactory. Three movie environments are considered in order to assess scale robustness and to highlight differences in terms of variable intensity and correlation strength. Our results show that there exists a link between immersion and emotions, and that emotions induce higher satisfaction, whatever the movie context. They also show that immersion and social interaction are linked and that this yields higher satisfaction in the case of the horror movie.