International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Determinants of SNS Photo Sharing Behavior of Teenagers at an Outdoor Music Festival in China

  • Zhu, Zong-yi (Department of Arts and Cultural Management, Graduate School, Chung-Ang University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2020.04.27
  • Accepted : 2020.05.05
  • Published : 2020.06.30
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Abstract

This study aims to understand the determinants and effects of SNS photo sharing on festival satisfaction among teenage festivalgoers, to derive strategies that festival organizers could employ to maintain long-term relationships with their audience. In this paper, we followed the festival attribute and SNS photo sharing behavior approaches for developing measurement constructs, by investigating previous related studies. Statistical analyses revealed that festival attributes positively impact consumer perceptions of festival value, which in turn influences SNS photo sharing behavior and festival satisfaction. In addition, SNS photo sharing behavior has a significant mediation effect on the process. Moreover, the differing intensities of SNS usage among the festivalgoers resulted in consumers presenting significantly different SNS photo sharing behavior. Our findings offer insights for marketers in the festival business who are interested in gaining a better understanding of the behavior of teenage festivalgoers.

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