Study on the Purchase Intentions of Dance Drama

Abstract

This study based on the existing literature on cultural identity, purchase motivation, and using the stimulus-organization-response (S-O-R) theory, this study offers a causal model of dance performance buying intention to investigate the relationship between customers' cultural identification, purchasing incentive, attitudes, and purchase intention. 525 questionnaires were collected for the study using a questionnaire survey approach, and 473 valid surveys were obtained. The Amos26.0 and Spss26.0 are used to analyze the data.

The study's results demonstrate that cultural identification and buy incentives both directly improve attitudes and increase consumers' intention to make a purchase. Cultural identification and buying intention, as well as purchasing motive and purchase intention, are mediated by attitudes.