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Research Summary | Ladder Art Space (Australia)

Investigating Customer Interest in Art and Entertainment Workshops

This page summarizes a customer-behavior study at Ladder Art Space (LAS) in Kew, Melbourne, Australia. It tests which value perceptions make people more likely to form a positive attitude and then book a hybrid art-entertainment workshop.

Start Here (New Reader Context)

  • Local setting: LAS is an arts workshop provider in Melbourne's eastern suburbs, serving an Australian leisure market.
  • Research question: What motivates people in this context to join creative workshops, beyond simple entertainment?
  • How to read results: Values affect attitude, and attitude is the bridge to booking intention.
Dataset N = 216 valid responses
Context Ladder Art Space, Kew (Melbourne, Australia)
Methods SEM + mediation test (PROCESS Model 4)

Construct Gallery

Consumption Values Tested in the LAS Framework

The model tested four value dimensions as antecedents of attitude: functional, hedonic, social, and epistemic value. Each card below maps to the exact survey constructs used in your study.

Mona Lisa painting from Wikimedia Commons

Functional Value (FV)

Perceived quality of materials, professionalism of instruction, suitability of space, and price-worth judgment.

View source (Wikimedia Commons)
Girl with a Pearl Earring painting from Wikimedia Commons

Hedonic Value (HV)

Expected enjoyment, pleasure, and aesthetic stimulation from workshop participation as a break from routine.

View source (Wikimedia Commons)
The Great Wave off Kanagawa painting from Wikimedia Commons

Social Value (SV)

Belonging, social connection, and positive self-image created through interaction with peers and instructors.

View source (Wikimedia Commons)
The Scream painting from Wikimedia Commons

Epistemic Value (EV)

Curiosity, novelty, and learning gains from experimenting with new techniques. This is the strongest predictor.

View source (Wikimedia Commons)

Model Testing Route

How the Hypotheses Performed in the Structural Model

H1a-H1d were supported, H2 was supported, and H3a-H3d showed full mediation through attitude. The route below summarizes reliability, paths, and mediation outcomes.

Reading tip: beta indicates effect strength, while R2 shows how much behavior variation the model explains.

Measurement quality: Cronbach alpha ranged from 0.717 to 0.801, and Harman single-factor variance was 26.79%, indicating common method bias was not a major threat.

Value to attitude paths: all four value dimensions showed positive significant effects, with EV = 0.35, HV = 0.28, SV = 0.27, and FV = 0.25 (all p < .001).

Attitude to intention: attitude strongly predicted participation intention (beta = 0.59, p < .001), with intention variance explained at R2 = 0.352.

Mediation result: indirect effects were significant (EV = 0.167, HV = 0.120, SV = 0.091, FV = 0.086), while corresponding direct effects became non-significant, supporting full mediation.

Lab Signature

Study-Aligned Insights and Managerial Translation

The evidence suggests LAS customers seek productive leisure, not only entertainment. Learning-centered positioning and emotional safety should lead communication and program design.

Strongest value mechanism: epistemic value drove attitude the most, showing that curiosity and skill development are the primary triggers for initial workshop commitment.

Attitude as gateway: functional, hedonic, social, and epistemic values influence participation intention through attitude, so communication should convert value perception into emotional confidence.

Managerial action: LAS should emphasize beginner-friendly learning outcomes, supportive instruction style, and social bonding structures rather than beverage-first promotion.

Evidence note: Sample profile was 73% female, mean age 32.5, and predominantly tertiary educated. This supports local LAS targeting but limits generalization to non-participants and broader segments.

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