Research On Influencing Factors Of Domestic Live House Audience Experience From The Perspective Of Flow Theory

With the improvement of the public consumption level and the continuous growth of personalized cultural needs,Live House,a small live music exhibition space,has gradually entered people’s vision and is highly sought after by the young group.The booming development of experience economy makes the public pay more attention to their own experience when participating in activities.For domestic Live Houses,performance experience has become an extremely important psychological demand of the audience.How to enable the audience to obtain high-quality performance experience has become an urgent problem to be solved in domestic Live House.Live House is a small live music exhibition space with independent music as the main performance,music performance as the main form of performance,and quality live experience for the audience as the main purpose of performance.It is of great value in the dissemination of independent music and the provision of live music performance services.However,due to the late start and the impact of COVID-19,the operation and development of domestic Live House has entered a bottleneck stage,unable to bring ideal artistic and commercial benefits,and there are many problems in performance content,environmental services and other aspects.There is a lack of research on domestic Live House,let alone empirical research specifically aimed at Live House audience,and there is a lack of comprehensive and clear understanding of Live House audience experience.As a positive emotional experience,"Flow" proposed by American scholar Mihaly Csikszentmihalyi can significantly affect the user’s behavioral motivation,meet the user’s needs and improve the user’s sense of experience.Therefore,it is theoretically reasonable and practical to introduce the Flow theory into the domestic Live House audience experience research at the present stage.In view of this,this study selects domestic Live House as the research object,based on the Flow theory,through the analysis of its connotation and model,puts forward specific hypotheses,builds a theoretical model of domestic Live House audience experience,and explores the influencing factors of domestic Live House audience experience from the perspective of Flow theory.According to the relevant research scales and the analysis of the characteristics of domestic Live House audience experience,in-depth interviews were conducted and questionnaires were designed.SPSS data analysis software was used to conduct descriptive statistical analysis,reliability and validity analysis,factor analysis,and direct effect analysis of the questionnaire to explore the current situation and existing problems of audience experience.It is concluded that the influencing factors of audience experience in domestic Live House include clear goals,accurate and immediate feedback,balance of skills and task challenges,audio-visual effects,environmental service design,performer professionalism and immersion,and on this basis,combined with consumption experience.Proposed the domestic Live House promotion PAT with emotional needs,on-site interaction and immersion acquisition as the core.