音乐节参与者产品涉入度、氛围感知对忠诚度的影响

The Influence of Product Involvement and Atmosphere Perception onLoyalty of Music Festival Participants

音乐节的发展可以推动城市文化繁荣和城市形象传播,具有巨大的经济效益和社会效益。伴随着音乐节的发展,国内有关音乐节的研究逐渐增多,其中参与者忠诚度影响因素是研究的焦点之一。采用定量方法,以音乐节参与者为研究对象,分析产品涉入度与忠诚度之间的关系,并分析氛围感知在二者之间的调节作用。研究结果表明,音乐节参与者的产品涉入度对忠诚度具有正向影响,氛围感知具有反向调节产品涉入度对忠诚度的影响作用。

The development of music festival can promote the prosperity of city culture and the dissemination image of city.With the development of music festivals,the number of researches on domestic music festivals is gradually increasing,among which the influencing factors of participants’loyalty are one of the focuses of scholars’research.Using quantitative methods,taking music festival participants(audiences)as the research object,this paper analyzes the relationship between product involvement and loyalty,and also anaylzes the moderating effect of atmosphere perception between them.The results show that music festival participants’product involvement has a positive effect on loyalty,and atmosphere perception has a reverse adjustment effect on product involvement.