VIRTUAL MUSIC CONCERT ATTENDANCE MOTIVES AND EXPERIENCE THROUGH THE LENS OF USES AND GRATIFICATION THEORY

Abstract

Through the nexus of event attendance motives, event experience, eventscape, and the Uses and Gratifications Theory to inform the conceptual framework of this study, this paper sheds light on the motives and experience in attending virtual and physical music events. It adopts a qualitative case study approach to explore the motives and experiences of virtual events based on 55 interviews who attended both types of concerts. This research contributes to the literature in music event motivation by connecting the motives and outcomes of attending virtual and physical music concerts, which are similar but manifested differently. Participants of virtual concerts were able to interact with others and enjoy the event atmosphere. The convenience element of eventscape plays an important role in participants’ experience, specifically on cost and accessibility. Technology also plays a pivotal role in inducing positive emotions and reaffirming fan identity. Practical implications for staging virtual events are discussed.