| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 100 === Recent years performing arts in Taiwan have developed vigorously. In addition to promotion of the government, effort of native performing arts groups, and inviting various foreign performing arts groups to perform in Taiwan, performing art classes in schools also make many people touch performing arts and interested in them, letting them being willing to buy tickets to enjoy those shows in the theaters and related products. In contrast with the past, people’s buying behavior, life style, and concept of value change a lot due to promotion of performing arts. Nevertheless, performing arts in Taiwan still belong to rare markets. As the statistics saying, in 2002 there were 172 art performing arts groups performing in Taiwan, and totally they performed 5527 shows; nonetheless, there were only1248 shows needed to buy tickets to enjoy. The proportion is only about 22.6%. People's spending for the performing arts is still low.
Our research developed attachment scale and selected audience of Broadway musicals as the sample. Emotional attachment is a second-order construct. We use the construct to understand the relation between viewing motivation and emotional attachment. On top of that, We also found that emotional attachment not only effected brand preference but also brand commitment. We also found that brand preference and brand commitment effected brand loyalty. Therefore, we suggested that company of performing arts should take viewing motivation and emotional attachment into consideration so that they may have brand preference and brand commitment. In the end, they probably facilitate brand loyalty.
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