A Study on the Behavior of Public Viewing of Cantonese Opera from the Perspective of TPB using the SEM Model

DOI

10.2991/978-2-38476-170-8_89How to use a DOI?

Keywords

Study of Cantonese Opera Behavior; Theory of Planned Behavior; Multi-Group Structural Equation Model (SEM)

Abstract

Chinese opera, as a vital medium for inheriting the exemplary traditional Chinese culture, has Cantonese Opera as one of its integral components, renowned for its unique regional characteristics. However, Cantonese Opera currently faces challenges such as a limited and aging audience, making it difficult to attract a broader public. There's an urgent need to adopt measures to promote its dissemination and development. Grounded on the Theory of Planned Behavior (TPB) and employing the multi-group Structural Equation Modeling (SEM), this research delves deep into the mechanisms influencing public viewing behaviors towards Cantonese Opera. Additionally, through field investigations in Guangzhou and Foshan, this study explores the impact of regional cultural backgrounds on audience behaviors. Using literature analysis, research interviews, and surveys, we further discuss the issues of inheritance and innovation of Cantonese Opera culture in the modern context of Guangzhou and Foshan. This allows us to better comprehend the public's perspectives and demands for Cantonese Opera, revealing new avenues and innovative methods for public promotion. Furthermore, by offering practical suggestions, we aim to ignite the public's passion for their local culture, providing beneficial guidance for the inheritance of Cantonese Opera.

In conclusion, this research, rooted in the TPB and multi-group SEM models and combined with on-site investigations, aims to deeply explore the mechanisms influencing the public's viewing behaviors towards Cantonese Opera. Through this study, we hope to offer valuable references for the inheritance and growth of Cantonese Opera culture, contributing our bit towards the revitalization of traditional Chinese culture.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Chuxuan Cheng
AU  - Sitian Xu
AU  - Junyi Xiang
AU  - Xindong Zhao
PY  - 2023
DA  - 2023/12/31
TI  - A Study on the Behavior of Public Viewing of Cantonese Opera from the Perspective of TPB using the SEM Model
BT  - Proceedings of the  2023 5th International Conference on Literature, Art and Human Development (ICLAHD 2023)
PB  - Atlantis Press
SP  - 790
EP  - 802
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-170-8_89
DO  - 10.2991/978-2-38476-170-8_89
ID  - Cheng2023
ER  -