The Research on Purchasing Intention of Performing Arts Tickets: An Experimental Evidence from Junior High School Teachers in Taiwan
| Autor: | Kuan-Yu Chen, 陳冠妤 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Due to the low expenses made by the general public in our country on performing arts shows, most performing arts groups depend greatly on the subsidies from the government and the sponsorship from private sectors. Therefore, how to develop and bring up more consumers is an important issue for the management of performing arts groups. The study was conducted to investigate the factors which affect the willingness for junior high school teachers in purchasing the tickets of performing arts shows. The results were concluded with inductive reasoning, and substantial advice was suggested as the reference for the management of performing arts groups and diverse academic uses. The subjects of the study were the public junior high school teachers in New Taipei City. First, field interviews were conducted on the teachers, and the results were compiled and developed into the contents of the scale for the affecting factors toward appreciating performing arts with the reference of relevant literature. Totally 50 questions were made to facilitate the random sampling method of questionnaire collection. The collected data were statically analyzed with the use of SPSS for Windows 18.0 and AMOS 18.0. The methods used included: descriptive statistics, reliability, validity, correlation and path analysis. Seven factors were found using exploratory factor analysis, and they were respectively named “promotion channel for performance”, “personal background concerning arts”, “discount for show promotion”, “popularity of group”, “flexibility of transportation and time”, “recommended by media” and “equipment and services at venue”. Through Path Analysis, we found only the hypotheses which suggested that “personal background concerning arts” and “popularity of group” are the factors which have positive impact on the willingness of junior high school teachers to purchase tickets of performing arts shows were supported by the results. Other hypothesis which suggested that “promotion channel for performance”, “discount for show promotion”, “flexibility of transportation and time”, “recommended by media” and “equipment and services at venue” are the factors which have positive impact on the willingness of junior high school teachers to purchase tickets of performing arts shows were not supported by the results. Besides providing practical suggestions for performing arts groups according to the abovementioned conclusion, the study results may also cover the insufficiency in relevant literature under the rapid changes of modern society for that the scale used in the study was made with the basis on the field interviews with junior high school teachers and there is still no scholar who conduct any study in this way. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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