Price Sensitivity, Habit Formation, and Audience Behavior in Chinas Emerging Musical Theatre Market

This paper investigates the determinants of musical theatre attendance in China, an emerging cultural market that blends Western-influenced productions with local traditions. Using survey data from 178 respondents, the study applies a discrete choice framework to analyze demographic, economic, and motivational factors influencing attendance decisions and willingness to pay. Correlation, t-test, ANOVA, and OLS regression analyses reveal that age, prior attendance, and perceived production quality significantly shape consumer demand, while income and education exert limited influence. Price sensitivity emerges as the most critical determinant, with younger audiences and repeat attendees demonstrating higher willingness to pay. These findings highlight the importance of strategic pricing, high-quality production investment, and audience development programs for cultivating sustainable demand. The study contributes to cultural economics by quantifying price elasticity and habit formation effects in Chinas musical industry, offering practical implications for producers, marketers, and policymakers seeking to expand participation and financial sustainability in the performing arts sector.