The antecedents of visitors’ flow experience and its influence on memory and behavioral intentions in the music festival context

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.