Understanding patrons’ repurchase intentions is a key area of focus for marketers, given its effect on survival and growth in competitive environments. Four types of relationships based on patron’s satisfaction, product preference, product involvement, induced emotions and repurchasing intention were modelled to illustrate how current consumption influenced the repurchase intentions of performing arts patrons. An empirical study on an East Asian traditional culture performance from 671 patrons was conducted by using structural equation modelling (SEM) techniques. The result indicated that patrons’ satisfaction was not the most direct determinant of their own repurchase intention, as initially theorized. Instead, patron preferences and involvement are the most proximal predictors of repurchase intent. Performing arts represent a leisure market sector that provides educational, entertainment and experiential services. Arts marketers can identify the factors that influence the patrons’ repurchase responses to improve their’ inherently experiential offerings. This study represents a sophisticated nature of the relationship with theatre patrons and offers theoretical and practical mediating attributes for arts marketing managers to consider in communication.

中文翻译：

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对顾客说什么有关再次购买机票？传统表演艺术的现代关系建模

鉴于其对竞争环境中生存和增长的影响，了解顾客的回购意图是营销人员关注的重点领域。建立了基于顾客满意度，产品偏好，产品参与度，诱发情绪和回购意向的四种关系模型，以说明当前消费如何影响表演艺术顾客的回购意向。利用结构方程模型（SEM）技术对671位顾客的东亚传统文化表现进行了实证研究。结果表明，按照最初的理论，顾客的满意程度不是其自身回购意图的最直接决定因素。相反，顾客的偏好和参与是回购意向的最接近预测因素。表演艺术是一个休闲市场，提供教育，娱乐和体验服务。艺术营销人员可以找出影响顾客回购响应的因素，以改善其固有的体验式产品。这项研究代表了与剧院顾客关系的复杂本质，并为艺术营销经理提供了在传播中考虑的理论和实践中介属性。