| dc.description.abstract | At present, few studies have focused on the antecedents and consequences of music festival visitors’ flow
experience. Based on the cognitive appraisal theory, this study explores five antecedents of music festival visitors’
flow experience (skill performance, ambiance, self-congruence, other consumers’ passion, consumer-toconsumer
interaction) and two consequences (visitors’ memory and behavioral intentions) to enrich relevant
research. In this study, a total of 419 visitors were investigated. All of the participants were visitors of 2019 Midi
music festival, the largest music festival in China. Findings indicate that five antecedents are all positively related
to visitors’ flow experience, which in turn positively affects visitors’ memory and behavioral intentions. Visitors’
memory also has a positive effect on their behavioral intentions. In addition, the mediating role of flow experience
between its antecedents and consequences was examined. | vi |
