TABLEOFCONTENTS APPROVALPAGE.............................................................................................................................4 FOREWORD......................................................................................................................................5 TABLEOFCONTENTS......................................................................................................................7 CHAPTERI........................................................................................................................................9 1.1Background......................................................................................................................9 1.2ProblemStatement.........................................................................................................14 1.3ResearchQuestions.......................................................................................................16 1.4ResearchObjectives......................................................................................................17 CHAPTERII.....................................................................................................................................19 2.1.ArtificialIntelligence.......................................................................................................19 2.2Entertainment................................................................................................................23 2.3PrivacyRisk...................................................................................................................24 2.4MediaAppeal.................................................................................................................25 2.5CustomerLoyalty............................................................................................................26 2.6ConsumerSatisfaction...................................................................................................27 2.7ResearchFramework....................................................................................................28 CHAPTERIII....................................................................................................................................30 3.1.Approach.......................................................................................................................30 3.2DataCollection...............................................................................................................32 3.3DataAnalysis..................................................................................................................32 3.4PopulationandSample..................................................................................................35 3.5Questions&Measurements...........................................................................................37 CHAPTERIV....................................................................................................................................41 4.1Respondent’sProfile............................................................................................................41 7 4.1.1Respondents'demographiccharacteristics.................................................................41 4.1.2DescriptiveAnalysis....................................................................................................43 4.2MeasurementModel.............................................................................................................48 4.2.1ConvergentValidity......................................................................................................48 4.2.2ValidityofDiscrimination..............................................................................................51 4.2.3ReliabilityTest..............................................................................................................52 4.2.4FitModelEvaluation....................................................................................................53 4.3ModelStructural...................................................................................................................54 4.4HypothestingTest.................................................................................................................55 4.5ResultandDiscussion.............................................................................................................. 4.6Discussion............................................................................................................................62 CHAPTERV.....................................................................................................................................64 5.1SummaryofFindings......................................................................................................64 5.2ResearchLimitationsandFutureResearch...................................................................65 5.3RecommendationsforFutureResearch.........................................................................66 REFERENCES.................................................................................................................................67 8 1..