Unveiling the symphony of experience: Exploring flow, inspiration, and revisit intentions among music festival attendees within the SOR model
Journal of Retailing and Consumer Services, vol.81, 2024 (SSCI, Scopus)
- Publication Type: Article / Article
- Volume: 81
- Publication Date: 2024
- Doi Number: 10.1016/j.jretconser.2024.104043
- Journal Name: Journal of Retailing and Consumer Services
- Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Periodicals Index Online, Business Source Elite, Business Source Premier, CAB Abstracts, DIALNET
- Keywords: Flow experience, Inspiration of evocation, Inspiration of motivation, Stimulus-organism-response model, Tomorrowland music festival
- Akdeniz University Affiliated: Yes
Abstract
This study examined the experiences of music festival attendees and their perceptions within the stimulus-organism-response (SOR) model. In this context, antecedents of the flow experience of music festival attendees (skill performance, ambiance, self-congruence, other consumers' passion, consumer-to-consumer interaction) served as stimuli, whereas flow experience was considered as an organism. The response aspect involved the use of behavioral intention that shapes attendee intention to revisit. Moreover, consumer inspiration was introduced as a moderator between the flow experience and the intention to revisit. An online questionnaire was used to collect data, and partial least squares structural equation modeling was used for data analysis. The impact of ambiance, self-congruence, other consumers’ passion, and consumer-to-consumer interactions on the flow experience was identified. In addition, the evocation or transcendence state of inspiration (consumer inspired by) and the motivational state of inspiration (consumer inspired to) moderated the relationship between the flow experience and the intention to revisit. The findings of this study present several theoretical implications contributing to the broader framework of the SOR model and enhance understanding of the factors influencing both flow experience and subsequent intentions to revisit within the context of music festivals.