Research On Influencing Factors Of Audience’s Purchase Intention Based On SOR Model

As the Chinese government has attached great importance to the developme nt of the cultural industry,people’s demands for cultural consumption and level of consum ption are gradually increasing.China’s cultural industry has ushered in brand new develop ment opportunities in the background of the new era.Performing arts,as one of its impor tant components,the development of its industry and market has also attracted much atten tion and discussion from all sectors of society.Despite the support and promotion of natio nal policies in recent years,the development environment and development trend of perfor ming arts institutions have continued to improve,and the number of audiences and income of performing arts venues have shown a significant increase.However,the majority of th e performance venues are still facing enormous pressure to survive,influenced by the inte nsified competition in the cultural and art market,and an increase in the diversity of cult ural consumption choices.Further increasing the audience attendance and box office revenu e of performance venues is one of the important ways to relieve this kind of survival pre ssure.Hence,there is a certain objective necessity to focus on the audience’s consumption behaviour in terms of the audience purchase intention.This research is based on the SOR model,taking Xinghai Concert Hall as a case,uti lising quantitative research methods as the main method,supplemented by the qualitative r esearch methods and investigating the impacting factors of the audience purchase intention in the concert hall.First of all,by using the related theoretical literature and audience’s i nterview process,with the external stimulation factor as the independent variable,audience perceived value as a mediator and audience purchase intention as the dependent variable,the theoretical model of this research is initially constructed and hypothesis is mentioned accordingly.Moreover,data collection of this research has been accomplished through ques tionnaire design,preliminary investigation and formal investigation process.Also,based on the data analysis and hypothesis testing result,the following conclusions are drawn:(1)P erformance content,performance ticket price,marketing,brand influence,venue transport a nd surroundings have a significant positive impact on the audience purchase intention;(2)Performance content,performance ticket price,marketing,brand influence,venue transport and surroundings have a significant positive impact on audience perceived value;(3)Aud ience perceived value has a significant positive impact on audience purchase intention;(4)Audience perceived value plays an intermediary role in the effect of external stimulation factor on audience purchase intention.Finally,based on the research conclusions,this rese arch presented summaries and suggestions of regularity for performing arts venues such as Xinghai Concert Hall in terms of the value of venue brand,performance pricing and perf ormance content.