EXPLORING FACTORS INFLUENCING CHINESE CONSUMERS' PURCHASE BEHAVIOR FOR TICKETS AT CHINESE NATIONAL ORCHESTRA CONCERTS: THE ROLE OF PURCHASE INTENTION AS A MEDIATOR

Abstract

The performing arts sector, especially in national music, are currently facing challenges in maintaining and growing audience numbers. Ensuring the continuation of ethnic ensemble concerts is crucial for the arts' future. Consumer research serves as a potent means to connect with existing and prospective audience members, while comprehending demand patterns for national music forms a cornerstone of effective relatioship marketing strategies. However, there remains limited in determining consumers' purchase behavior for tickets and the mediating influence of purchase intention in Chinese national orchestra concerts. This study endeavors to address this gap by employing a sequential QUAN →QUAL mixed methods, incorporating 499 quantitative data alongside semi-structured interviews with 10 consumers. Through conducting a mixed method study, this study examines two antecedents of ticket purchase behavior by looking into the celebrity factors and consumption motives and a comprehensive evaluation and discussion of the findings. The findings revealed that both celebrity and consumption motives are significant influence on the purchase intention for tickets of National Orchestra concerts, with celebrity emerging as the primary determinant. Moreover, purchase intention for tickets demonstrated a notable impact on ticket purchase behaviour, confirming its mediating role. This study aspires to furnish a comprehensive comprehension of China's national orchestra concert market, provides practical recommendations for associated marketing strategies, and introduce novel perspectives and scholarly contributions to the realms of culture and art research.