Why not attend? An Investigation of Risk Perception toward Performing Arts Attendance

• Main Authors: Chien-Po Liao, 廖健博
• Other Authors: Jasper Hsieh
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/79441295464407307344

碩士 === 國立中山大學 === 劇場藝術學系研究所 === 104 === Much effort on audience participation research has been greatly focused on motivational factors and changes in market demand. It is also regarded a key responsibility of arts marketing managers to engage audience of different motives. However, audience research is never unidimensional. The answer we get usually depends on the question we asked. While motivation might be one of the predictors for audience participation but on the other hand, what prevents people from attending arts should receive equal attention if we wish to improve marketing programs. The aim of this study therefore is to explore perceived risks in performing arts event attendance along with their association with personal involvement in the arts. Factor Analysis identified five dimensions of perceived risks including facility, content, social identity, subjective impression and cost of convenience. Subsequent analyses by way of variance and regression were conducted to examine the relationships between risks and respondents’ demographics, as well as degree of involvement in arts. Based on the data collected in the study, the results of the research are in the followings: The results of the research indicate that (1) perceived risks do not vary among people of different gender, age, education and annual spending on arts. Except that people with higher education seem to care more about cost of convenience. (2) The degree of perceived risks is significantly related to respondents’ involvement in arts and those who have higher involvement in arts pay more attention to the risks related to facilities and social identity in particular. The research contributes to our understanding toward perceived risks in audience participation and in the hope to help arts managers with their decision marking in allocating marketing resources. At the end practical implications and future directions of the research are discussed.