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As motivações dos consumidores no processo de compra de bilhetes de concertos
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A presente dissertação visa estudar a influência que as motivações dos consumidores têm no processo de compra de bilhetes para concertos. O concerto é definido como uma performance de um artista ou de vários artistas em que os consumidores têm liberdade para verem quem está presente (Luo et al., 2022).
Neste sentido, procurou-se perceber as relações que as motivações – socialização, novidade e escape – têm na compra de bilhetes, bem como a perceção de preço do consumidor, a identidade social construída e ainda a frequência do uso de redes sociais.
Na realização da investigação, recorreu-se a uma metodologia quantitativa, com uma amostragem não probabilística, por conveniência, que deu origem a um total de 303 respostas válidas. A técnica de recolha de dados baseou-se na realização de um inquérito por questionário a consumidores que já tenham assistido a pelo menos um concerto.
De uma forma geral, foi possível concluir que (1) a socialização é a motivação que mais influencia a identidade social, não tendo sido encontradas diferenças estatisticamente significativas relação às outras motivações nem entre as motivações e o value for money; (2) existe relação entre o value for money e a compra de bilhetes, tal como, entre a identidade social e a compra; (3) não existem diferenças significativas entre a frequência de redes sociais e o efeito do value for money na compra de bilhetes, sendo que existem diferenças quando relacionado com a identidade social.
No contexto académico, este estudo contribui para ampliar a literatura sobre as motivações e a compra de bilhetes, relacionando com variáveis pouco estudadas anteriormente. Em termos empresariais, pretende-se contribuir para a compreensão do comportamento dos consumidores sobre as variáveis que influenciam a compra de bilhetes.
This dissertation aims to study the influence that consumer motivations have on the process of buying concert tickets. A concert is defined as a performance by an artist or several artists in which consumers are free to see who is present (Luo et al., 2022). In this sense, we sought to understand the relationship that motivations - socialization, novelty and escape - have on ticket purchases as well as the consumer's perception of price, the social identity constructed and the frequency of use of social networks. The research used a quantitative methodology, with a non-probabilistic convenience sample, which resulted in a total of 303 valid responses. The data collection technique was based on a questionnaire survey of consumers who had already attended at least one concert. In general, it was possible to conclude that (1) socialization is the motivation that most influences social identity, with no statistically significant differences found in relation to other motivations or between motivations and value for money; (2) there is a relationship between value for money and ticket purchases, as well as between social identity and purchases; (3) there are no significant differences between the frequency of social networks and the effect of value for money on ticket purchasing, but there are differences when related to social identity. In the academic context, this study contributes to expanding the literature on motivations and ticket purchases, relating to variables that have not been studied before. In business terms, it aims to contribute to understanding consumer behavior in terms of the variables that influence ticket purchases.
This dissertation aims to study the influence that consumer motivations have on the process of buying concert tickets. A concert is defined as a performance by an artist or several artists in which consumers are free to see who is present (Luo et al., 2022). In this sense, we sought to understand the relationship that motivations - socialization, novelty and escape - have on ticket purchases as well as the consumer's perception of price, the social identity constructed and the frequency of use of social networks. The research used a quantitative methodology, with a non-probabilistic convenience sample, which resulted in a total of 303 valid responses. The data collection technique was based on a questionnaire survey of consumers who had already attended at least one concert. In general, it was possible to conclude that (1) socialization is the motivation that most influences social identity, with no statistically significant differences found in relation to other motivations or between motivations and value for money; (2) there is a relationship between value for money and ticket purchases, as well as between social identity and purchases; (3) there are no significant differences between the frequency of social networks and the effect of value for money on ticket purchasing, but there are differences when related to social identity. In the academic context, this study contributes to expanding the literature on motivations and ticket purchases, relating to variables that have not been studied before. In business terms, it aims to contribute to understanding consumer behavior in terms of the variables that influence ticket purchases.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Concertos Motivações Value for money Identidade Social Compra de bilhetes Concerts Motivations Value for money Social Identity Ticket purchasing
Contexto Educativo
Citação
Araújo, Rita da Cruz Lemos (2024). “As motivações dos consumidores no processo de compra de bilhetes de concertos”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão