ARTICLE SUMMARY
H0- There is no correlation between the motives and the number of visits to a particular cultural organization.
H1- There is a correlation between the motives and the number of visits to a particular cultural event.
H0- Motives have no association with human behaviors.
H1- Motives have an association with human behaviors.
H0- Goals have no impacts on disciplines such as psychology, sports engagement, organizational behavior as well as consumption patterns.
H1- Goals have impacts on disciplines such as psychology, sports engagement, organizational behavior as well as consumption patterns.
Methodology
Several databases were explored with an aim of evaluating the scales used for the identification of the primary motives for cultural consumption encompassing scopus, Heal-link, and EBSCO. The criteria of search also involved specific academic journals, references, and bibliographies relevant to the inquiry (Manolika, Alexandros & Nikolaos 2). The keywords used for the search of the relevant sources were audience motivation, motivational segmentation, consumer behavior, as well as cultural consumptions. The initial search results yielded 150 citations of the significant sources. Following an evaluation of the titles and the abstracts of the sources, a total of 94 complete articles were retrieved for consideration purposes. However, through the application of inclusion-exclusion standards, only 41 articles remained as a set of related items (Manolika, Alexandros & Nikolaos 2). The inclusion-exclusion method utilized the inquiries that tested the cultural consumption motivational factors. It emphasized on cultural consumption whereby the core focus was the use of cultural services and thus excluding the studies that measured general intentions for consumption and those having only social variables or demographic. Eventually, the extraction and coding of information took place whereby the articles were classified into study design, the population type, sample size, demographic features, main results, as well as the summary of the results (Manolika, Alexandros & Nikolaos 2).
Results
The literature review yielded 94 articles relevant to the field of cultural consumption. Out of the 94 published journals, 41 (43.6%) had empirical data. The study utilized the 41 articles on explicating the research. 35 (85.4%) of the 41 articles employed a quantitative approach to the study of the cultural consumption motives (Manolika, Alexandros & Nikolaos 3). On the other hand, six articles (14.6%) used a qualitative research approach. The majority of the sources from the 35 articles utilized a pool of items within a range of 19-34 motivational elements that measured on Likert 5-point scale. 97.1% of the authors used explanatory factor analysis for purposes of comprehending the underlying instruments’ structure. Only one study of the 41 used an advanced statistical technique, the confirmatory factor analysis (Manolika, Alexandros & Nikolaos 3). Internal consistency portrayed Cronbach alpha levels that were over 0.70. A study on the exploration factor generated the lowermost inner stability of alpha=0.55 while escape gave out α=0.53. Besides, recreation had α=0.53. Only six of the 35 studies (17.1%) made efforts of establishing the proposed items construct validity. It was accomplished by comparing it with the actual participant’s purchasing behavior. One of the studies examined the relationship between the attendee motivation and his or her behavior and found out a correlation in the two. Motives appeared to link with the total visits to cultural firms. A stronger association translated into the likelihood of repeated attendance to a cultural event (Manolika, Alexandros & Nikolaos 3).
Socialization was found out to be an essential drive for cultural consumption. Socialization is a word that is used for describing attendees’ desire of interacting with others. Family togetherness occupied the second positions in the hierarchy. The need of strengthening family ties by visiting a cultural organization was another vital consideration (Manolika, Alexandros & Nikolaos 3). Escape was the third in the rank, and it refers to individuals’ to escape the routine life as a means of recovering from the current responsibilities. Novelty motivation was the fourth in the hierarchy, and it describes the need of having new discoveries and experiences that are not readily available in the routine life. These motives gave insights for evaluating spectators’ motives across varying cultural events. Most of the inquiries were theoretical that translates into the lack of theoretical structure use in the instrument development. Only three studies employed theoretical frameworks. Another imperative finding was that some of the studies used the pre-existing motivational scales in the identification of the cultural consumption motives (Manolika, Alexandros & Nikolaos 3).
Main Conclusions
The findings suggested that motives have a primary task in individuals’ consumption of cultural events. The article can be used in the future research in designing of a comprehensive research that can fully explicate consumers’ cultural motivation. Besides, it also portrays the need for testing specific hypotheses as well as the implementation of an advanced statistical method such as factorial validity for testing of the items (Manolika, Alexandros & Nikolaos 3). The studies explored in the articles are mainly explanatory and descriptive since they have not adopted a theoretical conceptualization. The major four primary factors for motivation do not fully offer reasons as to why people visit cultural events (Manolika, Alexandros & Nikolaos 4). Nevertheless, the study provides crucial insights of consumer motivation.
WORK CITED
Manolika, Maria, Alexandros Baltzis, and Nikolaos Tsigilis. "Measuring Motives for Cultural Consumption: A Review of the Literature." American Journal of Applied Psychology 3.1 (2015): 1-5. Web.
