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        문화예술 공연장르 재관람 의도의 결정요인 분석: 가구소득의 조절효과를 중심으로

        Liu, Si-Yu,윤호정,구희순 한국상품학회 2024 商品學硏究 Vol.42 No.2

        Following the increase in performing arts audience numbers post-COVID-19 pandemic, this study comprehensively investigated the determinants influencing cultural and artistic genre selection. Utilizing data from the National Culture and Arts Activity Survey, Korea Performing Arts Box Office Information System (KOPIS) statistics, and online word-of-mouth (eWOM) data obtained through Naver crawling, the research analyzed the impact of viewing experience, satisfaction, price, and online buzz on the intention to re-attend. Employing a multinomial logit model to model the reselection process of cultural and artistic genres, the study reconfirmed that performance price, direct and indirect viewing experiences, satisfaction, and online buzz significantly influence the intention to re-attend. It was found that higher average prices of cultural and artistic genres decrease the intention to select them, while online mentions positively affect this intention. Additionally, the difference in viewing share according to household income level was found to have a moderating effect on the intention to re-attend, with low-income groups preferring popular music and traditional art performances, whereas high-income groups tend to favor Western music. This research provides an in-depth understanding of post-pandemic viewing behaviors and significantly contributes to the analysis of the importance of online word-of-mouth and the impact of economic factors (household income) on cultural consumption patterns.

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