Behavioral Intention of Repeated Watching and Personality Traits: Testing Mediation Model of Nostalgia Arousal and Social Connectedness

Abstract

Xiaoxue Zhang,1 Xuyi Zhang,2 Xiaofeng Yu2 1School of Journalism and Communication, Tsinghua University, Beijing, People’s Republic of China; 2School of Media and Communication, Shenzhen University, Shenzhen, People’s Republic of ChinaCorrespondence: Xiaofeng Yu, Email [email protected]: Classic old movies and TV series (COMTS) can evoke individuals’ memories from the past. “Personality traits-motivation-behavior” is a theoretical frame to understand that nostalgia can lead to repeated watching behavior.Methods: We adopted an online survey to investigate the relationship between personality traits, nostalgia, social connectedness and the behavioral intention of repeated watching with those who re-watched movies or TV series (N = 645).Results: Our results showed that open, agreeable and neurotic individuals were more likely to feel nostalgic and then have the behavioral intention of repeated watching. In addition, for agreeable and neurotic individuals, social connectedness plays a mediating role in the relationship between these personality traits and behavioral intention of repeated watching.Keywords: personalities traits, motivation theory, social connectedness, nostalgia arousal, behavioral intention of repeated watching

Keywords

• personalities traits
• motivation theory
• social connectedness
• nostalgia arousal
• behavioral intention of repeated watching