Movie Consumption Experience and Immersion: Impact on Satisfaction

Abstract

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.

Can music improve e-behavioral intentions by enhancing consumers’ immersion and experience?

“…Thus, immersion in this study is a psychological state, characterized by being connected with the world offered by the experiential context and disconnected from the real or ordinary world [16]. Immersion implies that the experiential context completely invades people's perceptual and emotional systems and psychological processes, such that the immersed persons become involved, absorbed, and totally committed [42].…”

“…Third, this study focuses on an experiential website, an increasingly prevalent type of site that rarely appears in prior research (focus on online grocery stores). Fourth, the present research explicitly considers and measures two relatively poorly understood processes, immersion and experience, which may offer significant explanatory power [16].…”

“…It has been studied in many contexts and especially in environments mediated by computers (for a review see, for example [46]), where skills are requested to navigate and face the renewed challenges proposed by the interface. Flow corresponds to an optimal consumption experience that is extremely enjoyable and depends on a state of immersion continuously felt [16,45]. In other words, flow is a particular type of experience that stems from immersion, although immersion does not always lead to flow.…”

“…Immersion is highly likely in a virtual environment, which "effectively isolates users from their physical environment, thus depriving them of sensations provided by that environment ... all the more as people can perceive themselves as moving inside a simulated environment or directly interact with other entities in that environment" [41]. However, beyond sophisticated technological devices, immersion can result from consumption environments that display characteristics that are likely to foster people's connection to the consumption world (virtual or not) and their disconnection from the everyday world [16] that is, an enclosed, secure, and thematic context [49]. "Enclosed" suggests that the consumer becomes immersed in a definite universe created by the consumption experience; "secure" indicates to be immersed, consumers need anchor points to develop a sense of nesting or "feeling more or less at home" [43]; and "thematic" implies that the consumer enters the specific universe created by the consumption experience.…”

Sonic City

“…According to a paper on the emotional and cognitive effect on immersion in film, higher immersion leads to more intense emotions when connecting with a story (Visch et al 2010). Which that link between immersion and emotions induce higher satisfaction in any context (Fornerino et al 2008). …”