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首页> 外文期刊>Journal of Business Research >Temporary communitas and willingness to return to events
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Temporary communitas and willingness to return to events

机译：临时社群和重返事件的意愿

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摘要

Attending sport, music and cultural events is a favorite leisure activity, thus creating multi-billion dollar markets. Existing research on what drives repatronage of such events has focused on individual-based variables such as satisfaction. This research highlights the relevance of consumer-consumer interaction for attendees' willingness to return to an event in the future. Results from two field studies show that temporary communitas-a temporary sense of closeness and camaraderie among event attendees-is a driver of willingness to return and that, surprisingly, its impact on willingness to attend the event again even surpasses that of satisfaction with the event. The positive effect of increasing temporary communitas disappears, however, when perceived crowding at an event becomes too high.
机译：参加体育，音乐和文化活动是最受欢迎的休闲活动，因此创造了数十亿美元的市场。现有的驱动因素促使此类事件再次发生的研究集中于基于个体的变量，例如满意度。这项研究强调了消费者与消费者之间的互动对于与会者将来重返活动的意愿的相关性。两项现场研究的结果表明，临时社群（活动参与者之间的一种短暂的亲密感和友善感）是返回意愿的驱动力，令人惊讶的是，它对再次参加活动的意愿的影响甚至超过了对活动的满意度。 。但是，当事件中的拥挤感变得太高时，增加临时社区的积极作用就消失了。

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