 Psychological determinants of non-attendees’ resistance toward performing artsJisu Yi, Youseok Lee, Jungmin Suh and Sang-Hoon Kim Journal of Business Research, 2022, vol. 149, issue C, 690-699 Abstract: Although enlarging the audience base for the performing arts is necessary, little effort has been made to understand non-attendees in this industry. The current study focuses on non-attendees and aims to answer the following questions: (1) Why are non-attendees reluctant to attend the performing arts? (2) Whom, among them, should be targeted to be converted into attendees? To understand the reasons for non-attendance, we examined psychological factors (i.e., usage, risk and image barriers, and self-image congruence) as determinants of resistance. A survey of 672 non-attendees was conducted and a seemingly unrelated regression (SUR) analysis was applied to investigate the mechanism by which psychological factors formulate resistance and attendance intention. We also conducted a clustering analysis to detect heterogeneous sub-groups among non-attendees and suggested a target segment with the highest market potential. The findings of this study provide insights for the performing arts industry to create communication strategies specifically for non-attendees. Keywords: Performing arts; Non-attendees; Self-image congruence; Barriers; Innovation resistance theory; Art marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:149:y:2022:i:c:p:690-699 DOI: 10.1016/j.jbusres.2022.05.043 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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