Factors influencing Millennials theatre intention: A partial least squares consumer behavior analysis in a Delaware University

A Partial Least Square Structural Equation Modeling (PLS-SEM) consumer behavior analysis was conducted to determine factors influencing theatre intention on Millennials in a Delaware University. The survey-based study was applied to a college alumni population in Northern Delaware and had over 1,300 responses. Results were compared to other generational cohorts to deepen the understanding of their decisions as consumers of theatre. An extensive literature review of over 120 published peer review research papers led to the development of the Performing Arts Consumer Behavior Model. The PACBM was the basis for the application of PLS-SEM. Demographic statistical analysis was performed using SPSS to round up the analysis. The comparison between Millennials and other generational cohorts was conducted via PLS-SEM multigroup analysis (PLS-MGA) parametric approach. Results reflect a solid predictive model indicating that attitude and gender have significant influence on intention to attend theatre. No practical differences were found between Millennials and other generational cohorts in this population relative to theatre intention. Results can be applied to the theatre industry in Delaware to increase demand for the discipline.;Keywords: partial least squares, structural equation modeling, consumer behavior, theatre, Millennials, Delaware, generational cohorts, performing arts, consumer behavior model, multigroup analysis, and demand.