On the edge of a digital event era: Which innovative factors influence the willingness to pay for virtual concerts?

IF 15.5 1区管理学 Q1 BUSINESS

Journal of Innovation & Knowledge Pub Date : 2025-08-14 DOI:10.1016/j.jik.2025.100776

Sören Bär , Sarp Boyacıoğlu , Markus Kurscheidt

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引用次数: 0

Abstract

This study examines the willingness to pay (WTP) for fully-simulated virtual reality (VR) concerts. The results indicate that the intention to purchase (IP) concert tickets is strongly influenced by payment attitudes, followed by perceived behavioral control (PBC) and subjective norms (SN). Customers’ attitude towards VR concerts is positively influenced by the perceived ease of use (PEU) of virtual concert platforms and perceived usefulness (PU) of VR concerts. PEU strongly affects PU. The significant impact of PEU on PBC indicates that the skills and resources to use virtual concert platforms are important for attending the concerts. The WTP for fully-simulated VR concerts is influenced by monthly income, attitude towards VR concerts, and IP. Price ranges increase as the PU and PEU of virtual concerts increase. The majority of respondents have a WTP between €35 and 39.99 for fully-simulated VR concerts. Crucially, cluster analysis reveals that three market segments—"VR concert supporters with medium WTP," "well-off academics with high WTP," and "young consumers of the future"—are important target groups for fully-simulated VR concerts, whereas the cluster "VR concert refusers" is less accessible.

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在数字活动时代的边缘：哪些创新因素会影响虚拟音乐会的付费意愿？

本研究考察了全模拟虚拟现实（VR）音乐会的支付意愿（WTP）。结果表明，付费态度对演唱会门票购买意向的影响最大，其次是感知行为控制（PBC）和主观规范（SN）。消费者对VR演唱会的态度受到虚拟演唱会平台感知易用性（PEU）和VR演唱会感知有用性（PU）的正向影响。PEU强烈影响PU。PEU对PBC的显著影响表明，使用虚拟音乐会平台的技能和资源对于参加音乐会很重要。全模拟VR演唱会的WTP受月收入、对VR演唱会的态度和IP的影响。随着虚拟演唱会的PU和PEU的增加，价格区间也随之增加。大多数受访者对全模拟VR音乐会的WTP在35欧元到39.99欧元之间。至关重要的是，聚类分析显示，三个细分市场——“中等WTP的VR音乐会支持者”、“高WTP的富裕学者”和“未来的年轻消费者”——是全模拟VR音乐会的重要目标群体，而“VR音乐会拒绝者”集群则不太容易接近。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Innovation & Knowledge Multiple-

CiteScore

16.10

自引率

12.70%

发文量

118

审稿时长

37 days

期刊介绍： The Journal of Innovation and Knowledge (JIK) explores how innovation drives knowledge creation and vice versa, emphasizing that not all innovation leads to knowledge, but enduring innovation across diverse fields fosters theory and knowledge. JIK invites papers on innovations enhancing or generating knowledge, covering innovation processes, structures, outcomes, and behaviors at various levels. Articles in JIK examine knowledge-related changes promoting innovation for societal best practices. JIK serves as a platform for high-quality studies undergoing double-blind peer review, ensuring global dissemination to scholars, practitioners, and policymakers who recognize innovation and knowledge as economic drivers. It publishes theoretical articles, empirical studies, case studies, reviews, and other content, addressing current trends and emerging topics in innovation and knowledge. The journal welcomes suggestions for special issues and encourages articles to showcase contextual differences and lessons for a broad audience. In essence, JIK is an interdisciplinary journal dedicated to advancing theoretical and practical innovations and knowledge across multiple fields, including Economics, Business and Management, Engineering, Science, and Education.