Exploring the relationship between participation motivation and behavioral intention in New Year's Eve Concerts—with experiential value as the mediating variable

Exploring the relationship between participation motivation and behavioral intention in New Year's Eve Concerts—with experiential value as the mediating variable

This study aims to examine the relationships among participation motivation, experiential value, and behavioral intention of individuals who have attended New Year’s Eve concerts within the past five years, and to further investigate the mediating effect of experiential value between participation motivation and behavioral intention. A questionnaire survey was employed to construct a research framework in which participation motivation served as the independent variable, experiential value as the mediating variable, and behavioral intention as the dependent variable. Data were analyzed using SPSS 27.0, including reliability analysis, descriptive statistics, correlation analysis, and regression analysis. The findings of this study are expected to provide practical implications for New Year’s Eve concert organizers and hospitality and tourism practitioners in optimizing event planning and experiential design, thereby enhancing participants’experiential value and future participation intentions.