The Determinants of Consumers'' Perceived Value and Willingness to Buy Regarding Bundled Performing Arts Programs

• Main Authors: Li-Chiou Lin, 林麗秋
• Other Authors: 黃恆獎
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/14619854992397426743

碩士 === 國立臺灣大學 === 國際企業學研究所 === 94 === In order to better understand how consumers evaluate performing arts bundles, we executed an exploratory study, endeavoring to find out the factors determining and influencing consumers’ perceived values of performing arts bundled tickets. We performed a 2×2×2×2 factorial design, in which price framing, product fitness, seating priority, and perceived quality serve as the independent variables, while perceived value the dependent variable. And also, we also tested on consumers’ involvement in and motivations to participating performing arts events/purchasing performing arts tickets, to better understand whether individual characteristics affect the formation of perceived value on performing arts bundles. This study ended with conclusions as follows: 1. We found out that pricing framing and seating priority might not serve as the determinants of perceived value of performing arts tickets, while product fitness and perceived quality are found to have positive relationship with the dependent variable. This might indicate that, while processing information relating to performing arts bundles, consumers care more about what’s been provided but now how the bundle is provided. 2. The observed interactions existing among the four factors are believed to affect how the perceived value is formed. 3. Individual characteristics, such as involvement and motivations, are found to have moderating effects on the formation of the perceived value on performing arts bundles, which means market segments should be taken into consideration when planning a performing arts bundle.