Online Concert Audience Experience and Experiential Value: Scale Development and Validation

Abstract

Author(s): Kun Yang

Internet communication has the characteristics of flexible form and wide range. This feature makes online concert activities no longer a marginalized performance mode. The combination of Internet technology and art has promoted the essential transformation of the traditional concert form. This study developed the Online Concert Audience Experience Scale (OCAES) and the Online Concert Audience Experiential Value Scale (OCAEVS). The purpose is to measure the emotional, spiritual, social, and other aspects of the audience's perception of participating in the concert through the scale, and to explore the value of the audience's inner perception of participating in the concert. This study first sorts out the key factors affecting audience experience and experiential value through literature review collection and expert interviews. Design a measurement scale for audience experience and experiential value of online concerts. A questionnaire survey was conducted among 461 audiences who had participated in online concerts. Verify the four dimensions of online concert audience experience (authenticity, collective participation, knowledge, risk) and the four dimensions of experiential value (economic value, social value, hedonic value, altruistic value).

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