Acta academica karviniensia 2019, 19(4):60-71 | DOI: 10.25142/aak.2019.026

THE IDENTIFICATION OF THE FACTORS WITH REGARD TO THE INFLUENCE OF REFERENCE GROUPS ON THE THEATRICAL MARKET IN THE CZECH REPUBLIC

Katarína Seifriedová
Vysoká škola báňská-Technická univerzita Ostrava, Ekonomická fakulta, Sokolská 33, 701 21 Ostrava

The paper focuses on the theatre market in the Czech Republic and examines the influence of reference groups within this market. It specifically focuses on the information influence, the utilitarian influence and the influence expressing value. The aim of the paper is to identify factors that would reflect the influence of reference groups. The correlation analysis and factor analysis were used for this purpose. Respondents who participated in the online survey expressed their agreement with fourteen statements concerning the three influences of the reference groups which were mentioned. They were evaluated using a seven-point Likert scale. The data were collected from 154 respondents who have visited theatre performances at least once in the last 2 years.  The collected data were weighted at first as they did not correspond to the relative distribution of the population of the Czech Republic by gender. The data then entered a factor analysis. The result of this analysis was the emergence of four factors influencing the reference groups. They were named as: social influence, influence of relatives, professional influence and media influence. The paper describes the theoretical basis of the influence of reference groups, followed by methodology and analytical procedure. The conclusion contains an evaluation of the fulfilment of goals and possible use of the results.

Keywords: correlation analysis, factor analysis, marketing, reference groups, social influence, theatrical market.
JEL classification: C38, M30, M31

Received: June 14, 2020; Revised: July 2, 2020; Accepted: September 9, 2020; Published: September 10, 2020  Show citation

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Seifriedová K. THE IDENTIFICATION OF THE FACTORS WITH REGARD TO THE INFLUENCE OF REFERENCE GROUPS ON THE THEATRICAL MARKET IN THE CZECH REPUBLIC. Acta academica karviniensia. 2019;19(4):60-71. doi: 10.25142/aak.2019.026.
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