| Abstract |
Life pressure can be more intense with busy and advancing technology, thus leisure and recreation become important in life. Performing arts is a significant way for people to express their emotions because, for leisure, it has become important experiential merchandise necessary in consumer behavior. This study, using Taiwan¡¦s performing arts as an example, applied Structural Equation Modeling (SEM) to explore the relationship among ¡§evaluative criteria¡¨, ¡§viewing motivation¡¨ and ¡§willingness to pay¡¨. The questionnaire survey was conducted in October of 2011 to January of 2012 by random sampling. 300 questionnaires were recollected, among which 258 were valid. We analyzed these questionnaires with Amos 18 and SPSS 17. According to the factor analysis, four constructs are included in viewing motivation and three constructs are in evaluative criteria. The four constructs of viewing motivation are respectively as: on-site interaction, cognitive pursuit, festival celebration, and relieve stress. These three constructs of it are respectively as: viewing convenience, program and publicity. The relationship between demographic characteristics of audiences and different factors were also conducted. Those demographic characteristics of audiences included gender, age, place of birth, education, vocational, monthly income, marriage and family status, art learning experience and majors at school. We hope this study may provide some suggestions and implications for management decision, through portraying a more complete picture of performing arts. |
