Many governments invest in arts events such as performing arts, visual arts, and so on to support the tourism industry's development and improve the quality of citizen's life. The number of participants is one of the criteria to evaluate the success of the investment. Previous studies have revealed that perceived risks influence the consumer decision process. Perceived risks represent a kind of uncertainty about the future. This uncertainty will directly affect the consumers' decisions. This research intends to gain more insights into why people do not attend arts events regarding perceived risks and whether different levels of involvement have different perceived risks? Moreover, we also intend to explore what dimensions need to be included when considering the perceived risks of attending arts events? In this study, we used exploratory factor analysis to verify the dimensions of perceived risks for attending performing arts events. The result shows facility, content, social identity, subjective impression, and cost of convenience; these five dimensions represent the perceived risks of performing arts events. Besides, the result also indicates that the higher involvement in arts events, the higher perceived risks people have. Worth mentioning, facility and social identity are more important than content, subjective impression, and cost of convenience in high involvement group. This study's contribution is to provide good insights into why people do not attend performing arts events for the government officers and art managers when considering the budget allocation plan for performing arts events in terms of different customer segmentation.
Chien Po Liao, National Sun Yat-Sen University, Taiwan
Chiung Wei Lee, National Sun Yat-Sen University, Taiwan
Shao Chieh Liu, National Sun Yat-Sen University, Taiwan