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• W806639237 startingPage "234" @default.
• W806639237 abstract "IntroductionAccording to the promoter Stan Shih (2008), the performing arts are an essential cultural and social innovation associated with economic development. Regardless of whether a production earns money, its development should be supported. According to the Performing Arts Industry Survey in Taiwan in 2007 (Executive Yuan, 2007), total output value of the performing arts industry in 2005 was NT$1.1 billion, with a net deficit of NT$333.9 million. Among the performing arts, the costliest was music, which had an NT$183.36 million deficit, far exceeding its output value. Total expenditures by consumers on the performing arts totaled NT$500 million, a vastly different figure from the perceived value of the performing arts by the Taiwanese people. Therefore, big markets for performing arts await exploration.Based on the study Active Ageing-A Policy Framework from the World Health Organization (WHO, 2002), the number of seniors worldwide will grow from 600million in 2000 to 2 billion by 2050, a growth rate of 10% to 21%.The WHO defines seniors as those aged 65 or older. In 1993, there were 1.5 million people aged 65 or older in Taiwan, and this population has grown to 2.5 million in 2012, accounting for 10.98% of the population in Taiwan, with an aging index of 79.91%. With the rapid grow of the senior population, the senior population will reach 20% of Taiwan's total population, near that in the U.S., Japan, and many other developed countries (OECD).With this transition in the social environment, the family structure has changed. While young people face great social and financial pressure, most seniors focus on learning to manage their lives. If seniors could incorporate leisure activities into their daily lives, life quality would be enhanced. Therefore, the benefits that accrue from participating in various leisure activities have received considerable attention (McGuire et al., 2004). Among such leisure activities, a community chorus is one that offers interpersonal interactions and thereby enriches a senior's social network. While the number of community choirs worldwide has increased markedly in the last few years, each differs, while holding many aspects in common.Generally, community choirs welcome singers of all abilities; that is, no auditions are held and songs are usually taught by ear. The emphasis is on singing for joy and many choirs sing in a circle rather than in a typical chorus formation. This allows everyone to hear and enjoy the harmonies.Based on Stan Shih (2008), if the performing arts could create an experiential value for consumers, they should earn revenue, and maybe even make a profit. According to Schmitt (1999), the three critical elements of experiential marketing are that the consumption context should be emphasize more than the product or service; marketing resources should be integrated to take care of all customer-related elements; and emotional experience in the No. 1 concern for most customers.For example, a concert should create a valuable experience. Despite the difficulties associated with recruiting members, the constraint for training and performing in budget, and performing without revenue, researcher of this study endeavor in donating her resources to feedback in Taiwan society. Based on the concept of experiential marketing (Schmitt, 1999), this study investigates the relationships between firsthand experience, attraction, and perceived value of a seniors' community chorus with audience satisfaction and repurchase intention. Therefore, this study identifies the factors affecting purchase intention for consumers of a community chorus performance to further the promotion of seniors 'musical concerts.Conceptual framework and hypothesesPine II& Gilmore (1998) proposed four stages of economic transformation: commodities, goods, services, and experiences. The key point of marketing tactics in the era of the experience economy is to promote a valuable experience. …" @default.
• W806639237 created "2016-06-24" @default.
• W806639237 creator A5025215269 @default.
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• W806639237 date "2013-03-01" @default.
• W806639237 modified "2023-09-23" @default.
• W806639237 title "Experience, Attraction, and Perceived Value of the Seniors Community Chorus Concert" @default.
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