디지털환경이 공연예술 관람의도에 미치는 영향에 관한 연구 : 소셜네트워크서비스를 중심으로 = (A) study on the impact of digital environments on viewing intention for performing arts:the case of social network service

다국어 초록 (Multilingual Abstract)

The advance in digital technology marked by smartphones and ubiquitous environments has fueled the overall paradigm shift and social changes. There have been continuing changes in digital environments such as the flow of Web 2.0 in the Internet characterized by opening, participation and sharing and the introduction of social media and mobile media, and the changes of digital environments are concurrent with the diverse changes of culture and the arts.
The purpose of this study was to examine informative participation in social network service and the impact of the informative participation on viewing intention among performing arts consumers by reviewing theories of social network service and by making an empirical analysis.
It's specifically meant to investigate the characteristics of digital environments, the relationship of those characteristics to informative participation in social network service and the influence of the informative participation on the attitude and viewing intention of performing arts consumers.
As for theoretical analysis, the characteristics of digital environments, the concept of performing arts and the changes of consumer attitude were discussed. The definition of social network service was made, and what changes the use of social network service brought about to consumer attitude was investigated.
In terms of empirical analysis, a survey was conducted on the selected 200 male and female college students in their 20s who were major users of social network service, and the answer sheets from 199 respondents were gathered. Concerning the general characteristics of the respondents, the rates of the men and women respectively stood at 45.6 percent and 53.3 percent. The women outnumbered the men. By occupation, 98 percent were colleges students or graduate students. It's found that social network service was mainly used by college students who were in their 20s.
The statistical package SPSS 14.0 was employed to analyze the collected data. An exploratory factor analysis and a reliability analysis were carried out, and a correlation analysis was made to check validity.
The major findings of the study were as follows:
First, how the characteristics of digital environments affected their informative participation in social network service was analyzed. Interactivity, information connectivity and information reliability could be listed as the characteristics of digital environments, and those characteristics were found to have a positive impact on informative participation in social network service.
Second, it's assumed that informative participation in social network service would bring about changes to performing arts consumers involving the improvement of performance knowledge, the improvement of performance familiarity and emotional attachment.
As a result of verifying this assumption, it's found that informative participation in social network service could be said to exert a positive influence on performance knowledge, performance familiarity and emotional attachment.
Third, how the performance knowledge, performance familiarity and emotional attachment of the attitude of the performing arts consumers affected their viewing intention was checked, and the three variables were found to have a positive impact on the change of viewing intention.
The findings of this empirical study confirmed that the characteristics of digital environments exercised a positive influence on informative participation in social network service, that the informative participation served to change the attitude of the performing arts consumers by boosting their performance knowledge and performance familiarity and emotional attachment, and that those behavioral variables had a positive impact on performing arts viewing intention.

목차 (Table of Contents)

• Ⅰ. 서 론 5
• 1. 연구의 필요성 및 목적 5
• 2. 연구의 방법 7
• Ⅱ. 디지털미디어 환경과 공연예술 9
• 1. 디지털환경 9
• 1) 디지털환경의 개념 10
• 2) 디지털환경의 등장에 따른 환경의 변화 10
• 3) 디지털환경의 특성 13
• 2. 공연예술에 대한 고찰 20
• 1) 공연예술의 정의 및 개념 20
• 2) 공연예술 소비자의 특성 26
• Ⅲ. 소셜네트워크서비스의 이론적 고찰 30
• 1. 소셜네트워크서비스의 정의 및 특성 30
• 1) 소셜네트워크서비스의 정의 30
• 2) 소셜네트워크서비스의 특성 34
• 3) SNS의 참여로 인한 공연 소비태도 특성 40
• 4) 소셜네트워크서비스의 선행연구 42
• Ⅳ.실증연구 : 디지털환경의 특성이 공연예술 관람의도에 미치는 영향에 관한 연구 44
• 1. 연구모형 및 가설 설정 44
• 1) 연구모형 44
• 2) 연구가설 45
• 2. 변수의 조작적 정의 49
• 1) 상호작용성 49
• 2) 정보연결성 49
• 3) 정보신뢰성 50
• 4) 정보적 참여 50
• 5) 지식성 51
• 6) 친숙성 52
• 7) 감정적 애착 52
• 3. 조사의 설계 및 정의 53
• 1) 실증 연구 분석 단위 규정 53
• 2) 조사 절차 53
• 3) 설문지 구성 54
• 4) 분석 방법 55
• Ⅴ. 분석 결과 56
• 1. 기초 자료 분석 56
• 1) 일반적인 사항 56
• 2) 타당성 및 신뢰도 분석 58
• 2. 가설 검증 63
• 1) 디지털 환경이 소셜네트워크서비스의 정보적 참여에 미치는 영향 65
• 2) 소셜네트워크서비스의 정보적 참여가 소비자 공연태도에 미치는 영향 65
• 3) 소비자 공연태도의 변화가 공연예술 관람의도에 미치는 영향 66
• Ⅵ. 결 론 및 시사점 67
• 1. 연구 결과의 요약 67
• 2. 연구의 한계 및 향후 연구과제 68
• 참고문헌 70
• Abstract 75
• 설문지 78