Influencing Factors of Audience's Willingness to Consume of Outdoor Music Festival Based on Grounded Theory

Masduki, Anang (2023) Influencing Factors of Audience's Willingness to Consume of Outdoor Music Festival Based on Grounded Theory. Aspikom, 8 (1). ISSN 2548-8309

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This study aims to determine the factors influencing the audience’s desire
to consume “outdoor China’s Forest Music Festival.” This paper adopts
grounded theory to conduct an exploratory study on the influencing
factors of outdoor music festival audience’s willingness to consume.
The methodology used; First, we used ‘music festival’ as the search
keyword to collect secondary information such as blog posts, online
pictures, and news reports related to outdoor music festivals. Then,
based on the previous research and the author’s experience, this paper
conducted ten one-on-one in-depth interviews and a group interview
with the Nanjing Forest Music Festival in China as the field research
object. On this basis, the article performed word frequency analysis and
semantic network analysis on the text data and obtained keywords with
high frequency and the core words in focus. The research results show
that consumption motivation is the initial influencing factor, feasibility
judgment, environmental perception, stage perception, interaction
perception, management perception, and social media marketing are
the intermediate influencing factors, and willingness to consume is
the outcome variable. Finally, according to the triple coding results of
the grounded theory, combined with the cognitive mediation model, a
model of influencing factors of the audience’s willingness to consume
in outdoor music festivals is constructed.

Item Type: Artikel Umum
Subjects: H Social Sciences > H Social Sciences (General)
Divisi / Prodi: Faculty of Letters (Fakultas Sastra) > S1-ilmu komunikasi
Depositing User: M.A. Anang Masduki
Date Deposited: 09 Jun 2023 02:04
Last Modified: 09 Jun 2023 02:04

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