Learning from entertaining online video clips? Enjoyment and appreciation and their differential relationships with knowledge and behavioral intentions

Based on assumptions from entertainment theory, an online-study (N = 419) was conducted to investigate the differential relationships between enjoyment and appreciation of a video clip that dealt with the features of natural gas as fuel for cars, objective and subjective knowledge about the content of that clip, and behavioral intentions of dealing with the topic of natural gas. Structural equation modeling revealed that enjoyment was directly positively related to objective and subjective knowledge. However, objective knowledge did not predict and subjective knowledge was only weakly associated with behavioral intentions. Appreciation, in contrast, was directly negatively related to knowledge acquisition and not related to subjective knowledge, but was the best predictor for behavioral intentions. These results point to the distinct processes and relationships of different entertainment experiences. Implications for entertainment-education and online video portals are discussed.