How to boost the consumer market for Taiwan's Jing Ju Opera performing arts is the main purpose of this study on repurchase intention. In addition to summarizing consumers' motivations for repeat purchases from the literature, brand image is used as the independent variable and aesthetic literacy is used as the interference variable. Want to verify whether the aesthetically literate consumer group has an interfering effect on the brand image and repurchase intention? The research process is based on a structured questionnaire survey on consumers who have participated in Jing Ju Opera performances as a research sample. It is that 423 questionnaires will be sent and the responses will be 312 effective. Questionnaires were used to collect and analyze empirical data.The analysis of the research results is as follows: brand has a positive and significant relationship with repurchase intention, and aesthetic literacy has a positive interference with brand image and repurchase intention.
