Classical Music Concert Attendance and Older Adults: A Goal-Directed Approach. (1st April 2016)

• Record Type: Journal Article
• Authors: Tong, Eudora; White, Christopher James; Fry, Tim
• Is Part Of: Journal of leisure research. Volume 48:Number 2(2016)
• Page Start: 178
• Page End: 187
• Publication Date: 2016-04-01
• Subjects: Word-of-mouth behaviour -- structural equation modelling; Leisure -- Periodicals; Leisure; Periodicals; 790.05
• DOI: 10.18666/jlr-2016-v48-i2-6437
• Languages: English
• ISSNs: 0022-2216

Abstract

Abstract: Older adults are a lucrative consumer market. In finance and health markets, considerable attention has been devoted to understanding their preferences and the factors that influence their decisions and behaviors. In a classical music concert context, older adults are extremely important; despite accounting for half of all attendees in most countries, little theory-based research explains classical music attendance in general and by these older adults in particular. Using the Model of Goal Directed Behavior (MGB) as a foundation, we collected data from attendees and propose a revised model to capture the behavioral processes involved in the formation of positive word of mouth communication among these consumers. A modified version of the MGB predicted 57% of the variance in word of mouth and the model/data fit statistics were acceptable suggesting that the revised MGB is a robust and viable option when considering leisure behavior or engagement.