Factors Driving the Adoption of Virtual Concerts in Thailand: A Study on Demographics and Willingness to Pay

This study examines the factors influencing Thai consumers' decisions to purchase live-streaming concert tickets, which became a vital alternative during the COVID-19 pandemic by providing accessibility and safety. Using multiple regression analysis, the research explores the effects of demographic factors such as age, income, and marital status, along with elements of the marketing mix and technological advancements like AR/VR accessories. Data from 446 respondents reveal significant influences of income, convenience, and technological integration on purchase decisions. Findings provide insights for event organizers to refine pricing strategies, enhance virtual concert experiences, and leverage emerging technologies to meet evolving consumer preferences. These findings provide valuable insights for event organizers to refine pricing strategies, improve virtual concert experiences, and leverage emerging technologies to meet evolving consumer preferences, thereby contributing to the growth and sustainability of Thailand's music industry.