A Study of the Involvement Level and Consuming Behavior of Performing Arts for College Students in Kaohsiung City

• Main Authors: Chia-Chi Chang, 張家琪
• Other Authors: Dr. Jasper Hsieh
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/c2ec9s

碩士 === 國立中山大學 === 劇場藝術學系碩士班 === 107 === In Taiwan, two to three hundred performing arts groups are founded each year. However, only ten percent of them could manage to survive in the long run. In addition to compete with other domestic and foreign performing arts groups, they need to afford huge personnel expenses and costs of production. Some researchers note that the most significant task for a performing arts group is to cultivate and develop its audiences. As a matter of fact, students aged from 19 to 25 have the greatest potential for the performing arts market. Hence, the purpose of the study was to figure out the college students’ involvement level and consumer behaviors in performing arts in Kaohsiung. This study focuses upon the college consumers’ purchase decision process, along with their involvement and emphasis level in performing arts. The researcher employed the Engel, Blackwell and Miniard (EBM) Consumer Decision Process model and Leisure involvement Theory (Kim, Scott and Crompton, 1997) to describe the purchase decisions and emphasis level of high and low involvement consumers. In this case study, both secondary and primary data were utilized. Secondary data was obtained from relevant literature, online journals, article and other electronic resources. The primary data was compiled by distributing 400 questionnaires to 5 universities in Kaohsiung City. At last, a total of 349 valid questionnaires were collected. The research result shows that college students in Kaohsiung have low involvement level in performing arts. In the past year, almost each of them has not taken part in any related workshops, lectures, voluntary services and so on. Nevertheless, most students consider participating in performing arts activities pleasant and stress-relieving. As a result, they still have interest in performing arts. They just lack for the willingness for deeper involvement and the purchase intention. Furthermore, in line with the statistics of performing arts purchase decisions, most college students in Kaohsiung take part in performing arts activities simply for recreation and stress relaxation rather than school assignments. Most students look for performance information based upon their experience or on the Internet rather than do so on a whim. In addition, the ticket price and the traffic are the two major factors that determine their willingness of involvement. According to the research result, students who have a certain interest or preference in, or place a high value upon performing arts activities will have higher awareness of the need for participation. Besides, most of them would get involved in such activities on their own initiative. Likewise, they will be comparatively scrupulous when searching for relevant information.