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What to Say to Patrons About Buying Tickets Again? Modelling a Modern Relationship for Traditional Performing Arts
Angela Chang1; Matthew Tingchi Liu2
2018-09-03
Source PublicationJournal of Creative Communications
ISSN0973-2586
Volume13Issue:3Pages:167-184
Abstract

Understanding patrons’ repurchase intentions is a key area of focus for marketers, given its effect on survival and growth in competitive environments. Four types of relationships based on patron’s satisfaction, product preference, product involvement, induced emotions and repurchasing intention were modelled to illustrate how current consumption influenced the repurchase intentions of performing arts patrons. An empirical study on an East Asian traditional culture performance from 671 patrons was conducted by using structural equation modelling (SEM) techniques. The result indicated that patrons’ satisfaction was not the most direct determinant of their own repurchase intention, as initially theorized. Instead, patron preferences and involvement are the most proximal predictors of repurchase intent. Performing arts represent a leisure market sector that provides educational, entertainment and experiential services. Arts marketers can identify the factors that influence the patrons’ repurchase responses to improve their’ inherently experiential offerings. This study represents a sophisticated nature of the relationship with theatre patrons and offers theoretical and practical mediating attributes for arts marketing managers to consider in communication.

KeywordTheatre Patrons Preference Involvement Satisfaction Structural Equation Modelling
DOIhttps://doi.org/10.1177/0973258618792789
URLView the original
Indexed By其他
Language英语
WOS Research AreaCommunication
WOS SubjectCommunication
WOS IDWOS:000448156700001
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Citation statistics
Document TypeJournal article
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Faculty of Business Administration
Corresponding AuthorAngela Chang
Affiliation1.Department of Communication, Faculty of Social Sciences, University of Macau Avenida da Universidade, Taipa, Macau, China
2.Department of Marketing, Faculty of Business Adminstration, University of Macau Avenida da Universidade, Taipa, Macau, China
First Author AffilicationFaculty of Social Sciences
Corresponding Author AffilicationFaculty of Social Sciences
Recommended Citation
GB/T 7714
Angela Chang,Matthew Tingchi Liu. What to Say to Patrons About Buying Tickets Again? Modelling a Modern Relationship for Traditional Performing Arts[J]. Journal of Creative Communications,2018,13(3):167-184.
APA Angela Chang,&Matthew Tingchi Liu.(2018).What to Say to Patrons About Buying Tickets Again? Modelling a Modern Relationship for Traditional Performing Arts.Journal of Creative Communications,13(3),167-184.
MLA Angela Chang,et al."What to Say to Patrons About Buying Tickets Again? Modelling a Modern Relationship for Traditional Performing Arts".Journal of Creative Communications 13.3(2018):167-184.
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