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A Study on Multi-Dimensional Factors Influencing Audience Satisfaction with Musical Theatre Entertainment Products in a Shanghai Theatre |
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| รหัสดีโอไอ | |
| Creator | Yun Liu |
| Title | A Study on Multi-Dimensional Factors Influencing Audience Satisfaction with Musical Theatre Entertainment Products in a Shanghai Theatre |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 18 |
| Journal No. | 2 |
| Page no. | 229-240 |
| Keyword | Emotional Value, Immersive Experience, Rewarding, Satisfaction, Musical Theatre |
| URL Website | https://assumptionjournal.au.edu/index.php/Scholar/article/view/9238 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose: This study examines the key factors that influence audience satisfaction with musical theatre entertainment, focusing on the Pearl Theater in Shanghai. Specifically, it explores the impact of economic value, emotional value, social value, immersive experience, perceived authenticity, personalization, and rewarding elements. Research design, data and methodology: The study follows a three-phase Strategic Program (SP): pre-SP, SP implementation, and post-SP. A mixed-methods approach was used. Content validity was confirmed through expert review using the Index of Item-Objective Congruence (IOC), followed by a pilot test with 30 participants. A full survey of 120 theatre attendees was conducted, and multiple linear regression analysis identified the main predictors of satisfaction. Forty participants engaged in the SP over two months, with pre- and post-SP comparisons made using paired sample t-tests. Results: Economic value, emotional value, social value, immersive experience, and perceived authenticity were found to significantly influence audience satisfaction. Personalization and rewarding elements did not show a significant effect. Post-SP results revealed notable improvements in key satisfaction dimensions. Conclusions: The findings highlight which factors most strongly affect audience satisfaction and demonstrate that a well-structured Strategic Program can effectively enhance the theatre-going experience. These insights offer practical guidance for theatre managers seeking to improve audience engagement and satisfaction. |
