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A Harmonia dos Consumidores: Atitude e Intenção de Assistir a Concertos Orquestrais
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O consumo de cultura em Portugal tem sofrido um decréscimo e os concertos orquestrais não são a principal escolha dos consumidores quando confrontados com outros géneros musicais ou outro tipo de espetáculos ao vivo. Para além disto, estudos anteriores revelam que o público dos concertos orquestrais está concentrado nos indivíduos com mais de 45 anos, evidenciando a falta de interesse dos jovens. A presente dissertação tem como objetivo analisar as variáveis que influenciam a intenção de assistir a um concerto orquestral em Portugal, tendo sido elaborado um mapa conceptual que incluiu as variáveis word-of-mouth recebido, publicidade, notoriedade da orquestra, motivações hedónicas, atitude e intenção. Procedeu-se à realização de um estudo empírico com recolha de dados através de um questionário online, entre janeiro e fevereiro de 2024. A análise quantitativa das 293 respostas foi realizada através do software de análise estatística Smart PLS 4.
Os resultados revelam correlações significativas entre algumas destas variáveis, demonstrando que o word-of-mouth recebido e as motivações hedónicas influenciam a atitude; a publicidade influencia a notoriedade da orquestra; e a atitude influencia a intenção de assistir a um concerto orquestral. Concluiu-se assim que os profissionais de comunicação e as instituições culturais devem adotar uma estratégia que desenvolva através do word-of-mouth recebido e das motivações hedónicas uma atitude positiva, permitindo incentivar a intenção de assistir a um concerto orquestral. Através do desenvolvimento, teste e validação do mapa conceptual, a presente investigação enriquece, também, a comunidade científica.
The consumption of culture in Portugal has been declining and orchestral concerts are not the main choice of consumers when compared to other musical genres or other types of live shows. In addition, previous studies show that the audience for orchestral concerts is mostly composed of people over 45 years old, highlighting the lack of interest among young people. The aim of this dissertation is to analyse the variables that influence the intention to attend an orchestral concert in Portugal. A conceptual map was drawn up that included the variables word-of-mouth received, advertising, orchestra awareness, hedonic motivations, attitude, and intention. An empirical study was carried out using an online questionnaire between the months of January and February 2024. The 293 responses were quantitatively analysed using Smart PLS 4 statistical analysis software. The results reveal significant correlations between some of these variables, showing that received word-of-mouth received, and hedonic motivations influence attitude; publicity influences orchestra awareness; and attitude influences the intention to attend an orchestral concert. It was therefore concluded that communication professionals and cultural institutions should adopt a strategy that develops a positive attitude through the word-of mouth received and hedonic motivations, stimulating the intention to attend an orchestral concert.
The consumption of culture in Portugal has been declining and orchestral concerts are not the main choice of consumers when compared to other musical genres or other types of live shows. In addition, previous studies show that the audience for orchestral concerts is mostly composed of people over 45 years old, highlighting the lack of interest among young people. The aim of this dissertation is to analyse the variables that influence the intention to attend an orchestral concert in Portugal. A conceptual map was drawn up that included the variables word-of-mouth received, advertising, orchestra awareness, hedonic motivations, attitude, and intention. An empirical study was carried out using an online questionnaire between the months of January and February 2024. The 293 responses were quantitatively analysed using Smart PLS 4 statistical analysis software. The results reveal significant correlations between some of these variables, showing that received word-of-mouth received, and hedonic motivations influence attitude; publicity influences orchestra awareness; and attitude influences the intention to attend an orchestral concert. It was therefore concluded that communication professionals and cultural institutions should adopt a strategy that develops a positive attitude through the word-of mouth received and hedonic motivations, stimulating the intention to attend an orchestral concert.
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Concertos orquestrais Atitude Intenção Motivações hedónicas Word-of-mouth recebido Publicidade Orchestral concerts Attitude Intention Hedonic motivations Word-of mouth received Advertising