The AIDA model, also known as the Ida formula, is an important formula in Western salesmanship, as concluded by Heinz M. Goldmann, an international sales expert.It is a law that applies universally and everyone follows; it is a very effective marketing technique.The market of the performing arts is different from that of the general market, the uncertainty of the needs of the viewing and the variety of the viewing motivations determines the decision psychology of the audience.Based on the market of performing arts, this paper presents the stage of desire generation, information search, consumption demand, purchasing decision stage and consumption habit stage, and analyzes the three variables of information source, information mode and media in the information search stage.Through the research of this paper, people need to re-examine the importance of the recipient of the performing arts: consumers (audience), who want to provide a reference for marketing, planning and art management, to understand more about consumers' behavior intention, and to give practical meaning in designing consumer trends and meeting the needs of the arts.

Abstract
Ⅰ. Introduction
Ⅱ. Literature review
1. The theoretical background of AIDA model
Study and design variable indexes according to THE AIDA mode
    2.1 Personal characteristics
    2.2 Stage of desire generation
    2.3 Message search stage
    2.4 Stage of consumer demand
    2.5 Purchase decision stage
    2.6 Consumption habit stage
Ⅲ. Method
IV. Results
V. Conclusion
References

• CAO RUI(Korea South Seoul University, Arts Management)