Key factors influencing live performing arts consumption: A study to develop marketing communication for the theatrical business.

Abstract

The purpose of this study was to discover the key factors influencing consumption of live performing arts to develop effective marketing communication for the theatrical business. By the quantitative method, the hypothetical factors include hedonism, cultural enrichment, psychographics, and social motivation. Hypotheses were tested by one-way ANOVA, factor analysis, and multinomial logistic regression. The result of this study showed that interest (psychographics), and social interaction (social motivation) were the significant factors that affect the intention to attend live performing arts. Moreover, social media was the key communication channel that consumer exploit to search for information about live performing arts.