A STUDY ON FACTORS INFLUENCING THE INTENTION TO ATTEND LIVE MUSIC EVENTS: THE CASE OF VIETNAMESE YOUTH

Abstract

This study aims to explore the factors that influence the intention to attend live music events of young people, through combining the Cognitive-Affective-Conative (C-A-C) model and the Theory of Planned Behavior (TPB). Data were collected from 384 respondents between the ages of 18 and 30 through an online survey via Google Form. Then they were analyzed by using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results show that antecedent factors such as Idol Worship and Engaging Entertainment affect the components of the TPB model. Attitude and Perceived Behavioral Control have significant effects on attendance intention, while Subjective Norms doesn't show a significant impact as expected. The study also contributes to supporting the development orientation of the live music industry in Vietnam in a sustainable direction and in line with the tastes of young people.