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Experience, Attraction, and Perceived value of the Seniors Community Chorus Concert

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Author(s): KAO HUI JUNG SUN

Journal: International Review of Management and Business Research
ISSN 2306-9007

Volume: 2;
Issue: 1;
Start page: 234;
Date: 2013;
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Keywords: Experiential Marketing | Attraction | Perceived Value | SEM | Seniors ‘Community Chorus.

ABSTRACT
Seniors’ leisure is an important social issue. Audience members at a seniors’ community chorus concert were surveyed to identify the factors which determine audience satisfaction and repurchase intention. Experiential marketing and perceived value positively and significantly influenced audience satisfaction. Attraction did not significantly and positively affect audience satisfaction. Audience satisfaction positively and significantly affected repurchases intention. Finally, this study identifies the factors affecting purchase intention for consumers of a community chorus performance to further the promotion of seniors’ musical concerts.
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