Performing arts and sustainable consumption: Influences of consumer perceived value on ballet performance audience loyalty

Abstract

This study investigated the influence of the perceived value of ballet performances (personal, artistic, and sociocultural) on consumer satisfaction, trust, and intention to rewatch (revisit). Participants included 240 Americans, 272 South Africans, and 227 Koreans, for a total of 739 (female = 50.2%) who watched a ballet performance in the last two years (2019–2020). Measures included perceived value of ballet performances (personal, artistic, and sociocultural) consumer satisfaction, trust, and intention to rewatch (revisit). Following structural equation model analysis (using SmartPLS) we found perceptions of personal, artistic, and sociocultural value to enhance consumer satisfaction. Sociocultural value had an enhanced consumer trust, while personal and artistic value did not. Consumer trust mediated the relationship between consumer satisfaction and intention to rewatch (revisit).