Theater serves as a potent tool for bolstering a city's cultural soft power while showcasing its rich cultural heritage.Despite its significance,empirical research on audience loyalty in Chinese urban theater remains scarce.Leveraging survey data collected from Shanghai,Guangzhou,and Shenzhen(N=2066),this study conducts a comprehensive analysis from the vantage point of cultural capital and consumer motivation.The findings reveal several key insights:audiences with higher educational attainment and individual-oriented motivations exhibit greater loyalty to theater,whereas those driven by social-oriented motivations display lower levels of loyalty.Hedonic motivation acts as a mediating factor between educational level and audience loyalty.The study concludes that cultural stratification within Chinese urban theater is primarily class-related.Through comparative analysis,this study offers crucial insights into the dynamics of audience loyalty and cultural stratification within the realm of Chinese urban theater.Its findings contribute significantly to understanding the development trajectory of this vibrant cultural domain.
NETL
NSTL
万方数据
