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Measuring Motivations for Popular Music Concert Attendance

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An understanding of consumer motivations for event attendance is important to designing product offerings, planning event programs, and effectively marketing them to potential audiences, yet audience analysis in reference to the market for live music concerts is extremely sparse. The purpose of this study was to understand consumer's motivations for attending a popular music concert and to develop a valid and reliable scale to empirically measure these motivations. A multiphased approach was adopted. First, focus groups were conducted to explore motivations for popular music concert attendance. Second, drawing from literature and focus group findings, a pool of items was developed and evaluated to establish face validity. Third, a pretest was conducted (n = 60) and exploratory factor analysis performed to ensure items adequately explained motivation dimensions. Finally, an online questionnaire was administered to the general public (n = 502). Content, criterion, and construct validity as well as internal consistency were examined and the psychometric properties of the scale assessed to determine the accuracy and reliability of the concert attendance motivation scale (CAMS). Focus group findings revealed 10 primary motivations for concert attendance. The empirical data also supported the notion that the CAMS is a multifaceted construct, comprising 10 dimensions.

Keywords: ATTENDANCE; MARKETING; MOTIVATIONS; MUSIC CONCERTS; SCALE DEVELOPMENT

Document Type: Research Article

Publication date: July 1, 2016

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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