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EMAC 2022 Annual

On the Edge of a Virtual Event Era: Consumer Willingness to Pay for Virtual Event Tickets

Published: May 24, 2022


Sören Bär, University of Leipzig; Sarp Boyac?o?lu, HMKW Berlin


The COVID-19 restrictions have had a significant impact on the live music business, resulting in a large number of event cancellations and postponements. As a result, musicians began to look for new methods to interact with their audience, thus many live events have gone online. In addition to live-stream virtual concerts, this study also examines concerts held in virtual reality (VR) such as 360 VR video concerts and fully-simulated VR concerts. The internal and external drivers behind consumers' virtual event ticket buying process which are affecting their buying behavior and willingness to pay are determined. This research examines the effect of consumer intention to participate on consumer intention to purchase online event tickets and the influence of consumers' attitude towards online events on the intention to purchase online event tickets. The association between consumer intention to purchase and willingness to pay for online events is analysed.