Impact of personal karaoke videos on customer satisfaction

Abstract

The impact of videos on consumers has been demonstrated in various industries. Therefore, the same effect can be expected in the karaoke industry. However, few studies on the industry have examined the impact of videos on customer satisfaction. There are two types of background images for karaoke: normal images produced by karaoke companies and personal images using live concerts and animations. In this study, we hypothesized that consumers who use personal videos have higher satisfaction than consumers who use normal videos and verified it through propensity score matching. Our results show that the hypothesis is supported. Therefore, the karaoke industry should enhance the use of personal images.