MOTIVATION, ABILITY, AND OPPORTUNITY TO PARTICIPATE:
MOTIVATION, ABILITY, AND OPPORTUNITY TO PARTICIPATE:
复制标题
参与动机、能力和机会：
DOI：
--
复制
发表时间：
2003
期刊：
影响因子：
--
通讯作者：
J. Wiggins
中科院分区：
文献类型：
--
作者：
J. Wiggins
兰德公司最近的一项研究提出了一种新的受众发展模式，其中潜在受众被分为三组：参与、倾向于参与和不愿意参与。该模型表明，受众经历了从不愿意参与、到倾向于参与、再到参与的不同过程，并且在这三个阶段中，影响选择参与的因素是不同的。该模型比早期的受众开发模型有所改进，但仍然过于简化：其对潜在受众的细分没有考虑到不同阶段参与的多重障碍，其对选择过程的描述也忽视了营销策略对多个受众细分产生影响的潜力。通过借鉴消费者研究中的动机/能力/机会模型，本文将尝试对艺术市场进行更具体的细分，提出触及每个细分市场的策略，并展示当策略影响多个细分市场时可能出现的潜在复杂性。
A recent study by the RAND organization proposes a new model of audience development in which potential audience members are segmented into three groups: participating, inclined to participate, and disinclined to participate. The model suggests that audience members progress through various processes from being disinclined to participate, to being inclined to participate, to participating, and that the factors influencing the choice to participate are different in each of the three stages. This model is an improvement over earlier models of audience development, but it is still too simplified: its segmentation of the potential audience does not account for multiple barriers to participation at the different stages, and its characterization of the choice process disregards the potential for a marketing strategy to impact on multiple audience segments. By drawing on the Motivation/Ability/Opportunity model from consumer research, this paper will attempt to create a more specific segmentation of the arts market, suggest strategies for reaching each of these segments, and demonstrate the potential complications that can arise when a strategy impacts on multiple segments.