Acceso usuarios
Alicia Kulczynski, Stacey Baxter, Tamara Young
An understanding of consumer motivations for event attendance is important to designing product offerings, planing event programs, and effectively marketing them to potential audiences, yet audience analysis in reference to the market for live music concerts is extremely sparse. The Purpose of this study was to understand consumer's motivations for attending a popular music concert and to develop a valid and reliable scale to empirically measure these motivations. A multiphased apporach was adopted. First, focus groups were conducted to explore motivations for popular music concert attendance. Second, drawing from literature and focus group findings, a pool of items was developed and evaluated to establish face validity. Third, a pretest was conducted (n=60) and exploratory factor analysis performed to ensure items adequately explained motivation dimensions. Finally, an online questionnaire was administered to the general public (n=502). Content, criterion, and construct validity as well as internal consistency were examined and the psychometric properties of the scale assessed to determine the accuracy and reliability of the concert attendance motivation scale (CAMS). Focus group findings revealed 10 primary motivations for concert attendance. The empirical data also supported the notion that the CAMS is a multifaceted construct, comprising 10 dimensions.
