무용관객의 공연만족이 관여도와 무용소비행동에 미치는 영향 = The Influence of Performance satisfaction on Involvemt and Dance Consumer Behavior in Dance Audience

다국어 초록 (Multilingual Abstract)

In this study, purposive sampling was used to collect the samples for investigating the relationship among performance satisfaction, involvement and dance consumption behavior of dance audience. 500 samples were collected from randomly selected whole 5 venues in Seoul, Kyeonggi-do and Daejeon, and 443 samples were analyzed finally. Questionnaires were used as survey tools, and collected samples were analyzed by t-test, one-way ANOVA, correlation analysis, multiple regression analysis and path analysis with multiple regression. The results were as follows. First, performance satisfaction, involvement and dance consumption behavior had some differences in some factors of socioeconomic background. Second, as dance audience had higher work·price satisfaction, interest and self-expression became higher, and if facility·promotion satisfaction was higher, interest and pleasure were higher. Third, if work·price satisfaction of dance performance was higher, reviewing·word-of-mouth intention was higher, and if facility·promotion satisfaction was higher, reviewing·word-of-mouth intention and direct purchase intention were higher. Forth, if Interest and pleasure in performance were higher, reviewing·word-of-mouth intention and direct purchase intention were higher, and self-expression was higher, reviewing·word-of-mouth intention and invitation viewing intention were higher. Fifth, work·price satisfaction and facility·promotion satisfaction had direct influence on reviewing·word-of-mouth intention, and had indirect influence on dance consumption behavior by effecting on involvement. Therefore, performance satisfaction, involvement and dance consumption behavior of dance audience had causal relationship.