A study of the antecedents of purchase intent at the Endler Concert Series

[摘要] ENGLISH ABSTRACT: Globally, the performing arts industry, and in particular the classical music performing arts industry, is challenged to maintain and grow audience attendance. The Endler Concert Series, a classical music performance platform situated within the domain of Stellenbosch University, is no exception. Within this context, consumer research is a powerful tool with which to engage with existing and potential audience members, and understanding purchase intent is a key component of managing relationship marketing. However, no study into purchase intent has ocurred within the Endler Concert Series; following on this, therefore, five antecedents of purchase intent (awareness, communication, satisfaction, trust, and value) are tested within the Endler Concert Series by means of a questionnaire, after which the findings are evaluated and discussed.

[发布机构] Stellenbosch University