Проект «Инновации в сфере культуры и искусства» посвящен изучению влияния инноваций в среде арт-институций Санкт-Петербурга на поведение посетителя.
Прежде всего участников научно-исследовательской группы интересует изучение инноваций в искусстве, но это не означает, что исследования участников лимитированы исключительно этой тематикой. На данный момент участники НУГ из числа студентов и аспирантов работают над следующими исследованиями:
Тряпкин Никита, аспирант 2-го года обучения:
As part of the research group, I worked on two studies. First, I studied the behavior of visitors to contemporary art museums: the influence of their perceived values and satisfaction on the intention to revisit such museums in the future. This manuscript was published in May of this year in the journal Museum Management and Curatorship.
The second study was also aimed at studying the behavior of museum visitors, but in a slightly different way. Knowing that the pandemic has pushed museums to develop innovations within themselves, it became interesting for me and my colleagues to see how visitors react to this process. Can we say that a high assessment of the museum's innovativeness by visitors has a positive effect on their satisfaction and behavioral intentions to visit the museum again or recommend it to friends? It is this question that is at the center of my second study within the research group. By the way, this study was also submitted to the journal Museum Management and Curatorship.
Мовчан Надежда, аспирантка 2-го года обучения:
During my participation in the research and study group, I worked on studying the gap between brand identity and brand image in the luxury segment. Luxury brands exist in a unique market niche that is quite topical and interesting to investigate. However, the difference between management perception and consumers' perception of brands in this specific setting is notably overlooked by previous researchers. Therefore, in this study, with help of the Kapferer brand identity prism, we tend to unveil this gap through six facets: Physique, Personality, Culture, Relationship, Reflection, and Self-Image by conducting semi-structured interviews with both brand representatives and customers.
Супранович Светлана, выпускница МП «Менеджмент в индустрии впечатлений»:
Atmospheric cues and emotional responses to museum visitors’ behaviour are the main phenomena in my research. The main research question is "What is the impact of atmosphere cues on the emotional responses of museum visitors?". Hence, the main purpose is to establish the specifics of the atmosphere in the museum context and find out the impact of atmospherics on the emotional responses of museum visitors. This research provides valuable insight about the physical environment on consumer emotions and visitor behavior in the museum context.
Ильичева Ирина, выпускница МП «Менеджмент в индустрии впечатлений»:
My research is devoted to studying the influence of social capital on repurchase intention in the luxury segment. It answers the question of the existence of this impact. In this research social capital was divided into two types: bridging and bonding social capital; Thus, the impact of each type was tested. Data for the research was collected via survey. The sample consists of 120 responses from young people from Saint Petersburg. The results showed that bridging social capital affects repurchase intention in the luxury segment for young people. Bonding social capital has a lower influence. The study can be both scientifically and practically significant as it might help better understand youth in order to be able to attract this target group.
Заплатина Александра, студентка 2-го курса МП «Менеджмент в индустрии впечатлений»:
I am currently working on the research "The Impact of Perceived Value on Revisit Intention in Private Museum Settings". The scope of the research is narrowed to the investigation of the role of perceived value and its dimensions, service quality, and satisfaction in affecting behavioral intentions in the context of private museums in Saint Petersburg. The novelty of the working paper lies in the fact that the survey amongst visitors will be conducted in several private museums. Additionally, the study will examine different profiles of museum visitors; in particular, according to their income.
Кузьмичева Дарья, студентка 2-го курса МП «Менеджмент в индустрии впечатлений»:
An article by Forbes (2019) raised concern about the participation of young customers in the luxury segment. Generation Y and Z are expected to be the driving force of the luxury market in the near future. Millennials' consumer behaviour has already been well-explored, and generation Z remains poorly studied. For that reason In my research, I aim to explore the influence of the perceived value of luxury on purchase intention in the case of Russian generation Z. A mixed method is to be applied to the study. Brand Luxury Index is to measure the perceived value of luxury and is to be connected with purchase intention.
Улмасов Бекзод, студент 2-го курса МП «Менеджмент в индустрии впечатлений»:
Research is analyzing multifunctional activities that were implemented during the COVID-19 crisis in cultural institutions based on international reports and surveys held among museums and creative spaces. Moreover, the main task of my research is to determine which multifunctional activities are still being utilized after the crisis and how business models have been transformed by multifunctional activities. The research investigates cultural institutions based in Tashkent and Saint-Petersburg cities.
Шумилова Юлия, студентка 2-го курса МП «Менеджмент в индустрии впечатлений»:
In light of the growing confrontation between luxury brands with a long history and brands that have emerged recently, the aim of my research is to explore the impact of the role of a luxury brand’s cultural heritage on its perception by young audiences through economic and cultural values. Despite a large number of studies on the luxury segment, the question of how cultural heritage and cultural capital affect the perception of a luxury brand remains unexplored. The research design includes 2 stages: qualitative (in-depth interview) and quantitative (survey). The methods used in this study are exploratory interviews, survey, CFA, and SEM. It is anticipated that this study will shed light on the role of cultural heritage in luxury brand perception and will be accompanied by important conclusions for luxury managers in the context of the decision-making process when it comes to a young audience.
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