A Study on the Viewing Motivation, Satisfaction, and Continuance Behavior of Taiwanese Audiences toward Female Growth–Themed Dramas

Abstract

In the era of rapidly emerging digital media and OTT platforms, audiovisual content has become an essential part of modern daily life, with Taiwanese dramas centered on female growth themes gradually attracting increasing attention. This study focuses on Taiwanese audiences, examining the relationships among viewing motivation, satisfaction, and continuance behavior toward such dramas. A questionnaire survey was conducted with purposive sampling, targeting Taiwanese viewers who had watched female growth–themed dramas such as Mother to Be, The Making of an Ordinary Woman, and My Dear Boy. A total of 409 valid responses were collected. The study incorporates Expectation Confirmation Theory (ECT), the Post-Acceptance Model of IS Continuance (PAM), and the Theory of Planned Behavior (TPB) to construct a comprehensive framework that traces audience experiences from expectation and evaluation to behavioral extension. The findings indicate that viewing motivation has a significant positive effect on satisfaction, satisfaction has a significant positive effect on continuance behavior, and viewing motivation also significantly affects continuance behavior. Moreover, satisfaction mediates the relationship between viewing motivation and continuance behavior. These results suggest that female growth–themed Taiwanese dramas not only evoke emotional resonance among audiences but also hold strong potential to sustain long-term viewer engagement. This research provides empirical insights for future audiovisual content creation and marketing strategies, while further highlighting the cultural importance and developmental potential of female-centered narratives in the Taiwanese drama ecosystem.